Paper Details

Name: Rashmi Sachan & Dr. Neeraj Shukla
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 230-238
DOI: https://doi.org/10.5281/zenodo.17976489

ABSTRACT:
Social media has transformed the way people access information, it has also become an extremely effective marketing and buying mechanism. With increasing inclination of
consumers towards health, wellness and environmental sustainability social media has
shaped many trends, growing interest in organic food is one of them. This includes the role of social media platforms and health-conscious and sustainability-minded influencers to educate consumers and promote organic products. This paper delves deeper, at how social media and influencers are driving a growing need for organic food. It underscores the ways that these digital channels impact consumer consciousness, awareness, and purchasing habits. This research analysis primary and secondary data to evaluate the impact of social media and influencers on the popularity of organic foods. The results show that health and nutrition
influencers, fitness and lifestyle coaches /influencers play an important role in convincing people to consume organic foods, especially among younger, tech-savvy consumers.

Keywords: Social Media, Influencers, Organic Food, Markets, Digital Marketing, Health,
Sustainability.