A Study Towards Understanding The Consumer Psychology And Credence In Organic Food In Post-Pandemic India

This study looks at the link between price and customer trust.The study is an attempt to understand how consumer trust influences the relationship between purchase intents, health and safety concerns, and how availability influences this relationship.This survey aimed at various Indian demographic groups to gather data.According to the research, although greater costs might raise people's opinions of quality, they can also breed doubt if they're seen & perceived to be overpriced excessively.Concerns about health and safety are a major draw for consumers shopping for organic food, but their buying intentions are heavily influenced by how much they believe in the advantages and authenticity of the product.Furthermore, the price-trust link is moderated by the availability of organic food, with greater availability lessening the detrimental impact of high costs on trust.Through smart pricing, better availability, and clear communication of the health and safety advantages, organic food industry stakeholders may increase customer trust and their buying intentions.These findings provide insightful counsel in this regard.