SOCIAL MEDIA ENGAGEMENT AND THE PROMOTION OF ORGANIC FARM PRODUCTS: A PATHWAY TO SUSTAINABLE CONSUMER BEHAVIOR
ANUSREE C V
, MAYA P P , DR. SIRAJ P P , DR. SIDDIQUE KADAVATHE PEEDIKAYIL
Social Media Engagement, Organic Farm Products, Sustainable Consumer Behaviour, Green Marketing, Digital Literacy, Trust.
Digital marketing has fundamentally transformed to focus on customer interaction with sustainable and organic products. Social media platforms are a powerful tool for influencing customers’ awareness, choice of purchases, and trust in eco-friendly products. The purpose of social media interaction for promoting organic farm products and its consequences for fostering environmentally friendly buying behaviour are explored in this conceptual paper. Secondary data and existing literature from ABDC-listed journals, Scopus, and Web of Science (2018-2025) have been used for this study. Theoretical concepts from the Stimulus-Organism-Response framework, Social Exchange Theory, and Theory of Planned Behaviour are included in the study. The ultimate objective is to analyse the factors that lead to social media interaction in organic product promotion, examine how engagement drives the outcomes of organic marketing, and measure their effects on sustainable buyer behaviour. According to the conceptual model, digital literacy and trust influence social media interaction as a mediating construct that links online promotion with lasting behavioural outcomes. The study concludes with theoretical, managerial, and policy-related implications for sustainable marketing practices.
"SOCIAL MEDIA ENGAGEMENT AND THE PROMOTION OF ORGANIC FARM PRODUCTS: A PATHWAY TO SUSTAINABLE CONSUMER BEHAVIOR", JETNR - JOURNAL OF EMERGING TRENDS AND NOVEL RESEARCH (www.JETNR.org), ISSN:2984-9276, Vol.4, Issue 6, page no.c281-c285, June-2026, Available :https://rjpn.org/JETNR/papers/JETNR2606258.pdf
Volume 4
Issue 6,
June-2026
Pages : c281-c285
Paper Reg. ID: JETNR_235236
Published Paper Id: JETNR2606258
Downloads: 00034
Research Area: Commerce All
Country: Azhikode, Kerala, India
ISSN: 2984-9276 | IMPACT FACTOR: 9.87 Calculated By Google Scholar | ESTD YEAR: 2023
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.87 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: RJPN (IJPublication) Janvi Wave
