Abstract:

Customer purchase intention is impacted by various factors and have been studied extensively in literature and in various contexts. Organic products are becoming more and more popular with many people wanting to live healthier lifestyle whereas social media has also presented customers with a new aesthetic that is pleasing to them and incorporates organic products. Hence, in this study, the impact of social media and online communities on customer purchase intention has been studied. It is understood that social media does play a part in influencing customer behavior in case of organic products. This is especially notable in emerging markets that is new to the digital world. The availability of knowledge regarding organic products on social media platforms have had a significant impact on purchase intention of consumers as they can see reviews in real time and order based on electronic word of mouth. This study is limited as it only includes studies that have self-reported results of internet users regarding purchase intention towards organic foods.