Perception of Organic Products in India

Abstract

Consumer perception toward organic and ayurvedic products is important in India since the demand for natural, chemical-free alternatives is growing. However, there is limited research in the Indian retail context. Therefore, the study examines the customer perceptions towards Indian organic and ayurvedic products. An interpretivist research philosophy, an inductive approach, a qualitative strategy, and a case study design were adopted to gain in-depth insights. Primary data was collected via open-ended interviews on Microsoft Forms with consumers and store officials. Thematic analysis was employed to identify patterns related to the organic retail industry.

The findings indicate that consumer perception of organic and ayurvedic products in India is strongly shaped by a desire for purity, natural ingredients, and chemical-free formulations, with a clear preference for products considered chemical-free and pesticide-free. Furthermore, increasing health awareness and rising digital exposure have contributed to higher levels of consumer consciousness, reflected in a broader shift toward natural wellness. Moreover, trust, authenticity, transparency in sourcing, cultural familiarity, pricing, and social influence emerge as principal determinants of purchasing behaviour. Digital platforms such as WhatsApp, Instagram, and Facebook further enhance awareness by providing accessible information, visual content, and real-time updates that influence buying intentions. Therefore, this research suggests that consumer behavior is regarded as an organic product in line with the theory of reasoned action.

The study recommends that retailers prioritize transparent sourcing practices, clear labelling, and consistent quality to strengthen consumer trust in organic and ayurvedic products. Furthermore, expanding digital communication, enhancing product education, and improving customer engagement can support long-term loyalty and informed decision-making. The government should reinforce quality control mechanisms, address counterfeit product distribution, and increase public awareness regarding certification systems. Moreover, strengthening digital literacy and promoting wider access to credible information can help create a more inclusive and reliable market environment for natural and ayurvedic products in India.