Psychographic Determinants of Organic Tea Consumption: An Empirical Study

Indian consumers value the consumption of tea as a habitual and social concept. However, with increased health problems in society, a new variant of organic tea has emerged providing all with natural flavors. Organic tea consumption has grown multifaceted with rapid urbanization encompassing consumer health benefits, cultural alignment, and environmental sustainability leading to growth in usage and awareness. The organic food market landscape is in the early stages of growth hence the study will help explore consumers' attitudes, beliefs, and preferences in consuming organic tea. The study will be done in areas of Mumbai suburbs to understand attitudinal perspectives influencing customers' intentions to purchase organic tea. The study provides empirical evidence by collecting data through structured questionnaires so that consumption patterns are noticed based on factors like health and wellness, environmental, and ethical concerns, lifestyle and social influences, brand preferences, and emotional and cultural connections. The application of appropriate statistical tests will examine the significance of the selected factors on purchase intentions of organic tea. The findings of the study will directly impact the novel entrants in the organic tea market so that strategies can be revised to give the product a mass appeal and create awareness of its utility in its consumption.