Social Media Marketing and Consumer Buying Behaviour towards Organic Food Products among NCR Consumers

Abstract

The rapid proliferation of social media platforms has fundamentally transformed consumer information search, evaluation, and purchase decision processes, particularly in the context of high-involvement product categories such as organic food. This study examines the influence of social media marketing on consumer buying behaviour towards organic food products among consumers in the National Capital Region (NCR) of India. Drawing upon an integrated theoretical framework combining the Theory of Planned Behaviour, the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Stimulus-Organism-Response (S-O-R) model, the study investigates the mediating roles of consumer attitude, perceived usefulness, and brand trust, as well as the moderating effects of price consciousness, knowledge-education, and generational differences. A quantitative research design was employed, collecting primary data from 400 NCR consumers through a structured online questionnaire. The data were analysed using descriptive statistics, correlation analysis, multiple regression analysis, and structural equation modelling. The findings reveal that social media marketing significantly influences consumer buying behaviour towards organic food products, with Electronic Word-of-Mouth (eWOM) emerging as the strongest predictor (β = 0.24, p < 0.001), followed by User-Generated Content (β = 0.18, p < 0.001), Social Media Advertising (β = 0.15, p < 0.01), and Influencer Marketing (β = 0.12, p < 0.01). Consumer attitude (β = 0.25), perceived usefulness (β = 0.20), and brand trust (β = 0.18) significantly mediate the relationship between social media marketing and purchase intentions. Price consciousness negatively moderates this relationship (β = -0.15, p < 0.01), while knowledge-education positively moderates it (β = 0.12, p < 0.01). Generational differences significantly influence the effectiveness of social media marketing, with younger consumers (Gen Z and Millennials) being more responsive. Instagram emerged as the most influential platform (30%), followed by YouTube (25%), Facebook (20%), and Twitter (15%). Health consciousness was identified as the primary driver of organic food consumption, with over 80% of respondents rating it as very important, while price perception remains a significant barrier for approximately 50% of consumers. The study contributes to the existing body of knowledge by proposing and testing an integrated framework that explains the psychological mechanisms through which social media marketing influences organic food consumption. The findings provide actionable insights for organic food marketers, social media managers, and policymakers seeking to promote sustainable food consumption in the Indian context. The study concludes with recommendations for marketing strategies, platform-specific approaches, and policy interventions aimed at enhancing organic food adoption among NCR consumers.