30, October 2026
CONSUMER PREFERENCE AND BUYING BEHAVIOUR TOWARDS ORGANIC AND HERBAL PRODUCTS
Author(s): ISHIKA RIPAHI , Dr. SNEHA SINGH
Authors Affiliations:
- Student, Department of Business Adminisraion, Vindhya Institute of Management and Science , Satna,MP
- Associate Professor, Department of Business Adminisraion , Vindhya Institute of Management and Science , Satna ,MP
Abstract
Keywords
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References
Twenty years ago, organic and herbal products were mostly found in a few specialty shops. Today they are sold in supermarkets, pharmacies and on e-commerce sites, and many ordinary households buy them. This paper asks why people choose these products, what stops them, and what they actually do at the point of purchase. It is a conceptual study built on published literature and two well-known frameworks, the Theory of Planned Behavior and the five-stage consumer decision process. The factors discussed are health, concern for the environment, trust in labels, price, availability, brand image and the influence of family and friends. Specific observation is given to the gap between what consumers say they will buy and what ends up in their basket. The reading of the literature is that attitudes are largely positive, but high prices, doubts about whether products are genuine, and low awareness stop many people from buying regularly. Suggestions are given for marketers, retailers, regulators and consumers.
ORGANIC PRODUCTS , HERBAL PRODUCTS,CONSUMER PREFERENCE,BUYING BEHAVIOUR,
ISHIKA RIPAHI , Dr. SNEHA SINGH (2026); CONSUMER PREFERENCE AND BUYING BEHAVIOUR TOWARDS ORGANIC AND HERBAL PRODUCTS, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-12, Issue-10, Available on – https://www.ijirmf.com/
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