Title: Exploring the Impact of Social Media Influencers on Organic Product Consumption: A Comparative Study of Urban and Rural Consumers
Authors: Sunil Kumar and Prof. Manju Baghmar
Volume: 9
Issue: 9
Pages: 97-105
Publication Date: 2025/09/28
Abstract:
The rise of social media influencers has significantly reshaped consumer behavior, especially within niche markets like organic products. With a growing awareness of health and environmental concerns, the organic food market has attracted attention from both urban and rural consumers in India. However, the role of social media influencers in driving organic consumption remains underexplored, particularly in regions with diverse socioeconomic landscapes such as Rajasthan. This study aims to assess the influence of social media marketing on the purchasing patterns of organic products among urban and rural populations in Rajasthan. By conducting a survey of 150 consumers (75 from urban areas and 75 from rural areas), this research will examine how influencer endorsements affect consumers' attitudes toward organic products, their perceived value, and purchasing decisions. The study will also explore the differences in social media engagement and trust across rural and urban sectors, considering variables like income, education, and availability of organic products. Data will be analyzed through factor analysis, regression modeling, and comparative statistical methods. Findings will offer insights into how influencer marketing can bridge the gap in organic product consumption between rural and urban consumers, providing practical recommendations for businesses and policymakers aiming to enhance organic product visibility and accessibility.