Abstract: The pandemic caused by COVID-19 has changed the mindset of many consumers. They are increasingly aware of the risks of not caring for the planet. Before the pandemic, there was a perceived increase in collective environmental concern and sustainability, but COVID-19 has further accelerated this process and motivated more people to assume this responsibility. Thus, the health crisis could trigger the consumption of organic foods, which are foods produced through environmentally friendly agricultural methods and that have not been artificially altered. It is essential for retailers to know how these consumers of organic foods behave in order to try to modify their strategies. In using of Social websites by consumers has mainly increased and usages of Social Networking Websites have wide effect on these consumers in various ways. There are many online networking sites which affect consumer behavior. Social websites like Facebook, Twitter, Instagram, YouTube etc. is having many features which affect and attract many numbers of people. In todays life Social Media become a very strong useful tool using by the consumer in buying decisions. To investigate the consumer’s decision making process for organic food products by empirically extending the theory of planned behavior for the organic food products consumption in India. The results of a survey administered a survey to a sample of 195 consumers show that trust is influenced by satisfaction and attitude. In relation to the behavioural variables, satisfaction is the variable that has the greatest influence on purchase intentions and WOM intentions.

Keywords: Social media, consumer buying behaviour, Organic food products.

PDF | DOI: 10.17148/IARJSET.2021.8619

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