ORGANIC CHOICES: CONSUMER MOTIVATIONS BEHIND CHOOSING ORGANIC BRANDS

Consumers today are more sophisticated. Their decision to go for a particular organic brand is often based on a mix of psychological, social, and economic considerations. These can range from individual health objectives, past experience with the brand, perceived value, price consciousness, word-of-mouth influence from friends or social media, packaging attractiveness, or congruence with environmental or ethical concerns. Brand credibility, third-party endorsements, and open communication also have a crucial role in establishing consumer trust and loyalty. The present study aimed to understand consumer motivations behind choosing organic brands in Erode District. Questionnaire was used to collect primary data from 120 organic product users in the study area. Convenience sampling was applied and the study revealed that develop new organic products catering to diverse consumer preferences and lifestyle needs to maintain interest and loyalty. Since price can be a barrier, organic brands might consider offering loyalty programs, promotions and value packs to make organic products more accessible. Keywords: Consumers, Congruence, Environmental, Organic, Promotions