Branding, Trust, and Consumer Behaviour in the Indian Organic Food Market: A Study of Young Urban Consumer

Abstract

This study investigates the influence of branding and consumer trust on the buying behaviour of young urban Indian consumers in the organic food sector. As the organic food industry in India continues to grow at a significant pace, understanding the psychological and emotional drivers behind consumer choices has become crucial for marketers and policymakers. The thesis explores the role of brand identity, packaging, digital marketing, and trust signals, such as certifications, influencer endorsements, and corporate transparency, in shaping consumer decisions. Moreover, consumer trust especially youth population, built through transparency, authentic storytelling, and third-party certification, emerges as a key determinant in repeat purchase and brand loyalty. The research contributes to the growing literature on sustainable consumption and consumer psychology in emerging economies. It offers strategic branding recommendations for organic food companies aiming to deepen market penetration among India’s youth. By providing actionable insights grounded in empirical evidence, the thesis bridges the gap between theoretical branding models and real-world consumer behaviour in India’s evolving organic marketplace.