Leveraging Digital Platforms for Consumer Education and Engagement in Organic Food Products: An Ecosystem Approach

Abstract

In today's digitally-driven world, the landscape of consumer decision-making has undergone an important transformation. Emergence and proliferation of digital platforms have reformed how consumers network with products, brands, and information. This paper explores the complex relationship amid digital platforms and consumer behaviour, particularly focusing on the notion of "organic" within this context. This study investigates into the dynamics of organic consumer behaviour in Vellore City, focusing specifically on their utilization of digital platforms. A sample size of 360 respondents was meticulously gathered through a combination of stratified and convenience sampling methods. Data was collected using a structured questionnaire comprising 31 close-ended questions, employing categorical, ordinal, and continuous scales including Likert scales. With visual material and user evaluations having great impact, social media becomes the most efficient tool for raising awareness of organic products. Age, education level, and gender significantly influence consumer interactions with organic products on digital platforms. Although concerns regarding product freshness and quality pose obstacles, promotional discounts and offers effectively encourage engagement. The results of the study throw light on the specifics of organic consumer behaviour in the digital environment of Vellore City, therefore providing insightful information for companies, legislators, and scholars equally.