SDG: Consumer's Perception Towards Herbal/Organic Products with Respect to Sustainable Development Goals

Abstract

Objective: This study would help to clarify the perceptions of Indian consumers of organic/herbal products and Sustainable Development Goal. It examines how consumers perceive several elements that were discovered during focus group talks for upcoming research projects by academics and researchers. Additionally, it will support research on the impact of buying herbal products, particularly among the targeted population categories. An attempt has been made by the researcher to study the perception of consumer on herbal products on various parameters like buying behavior, attitude and awareness to make sure of SDG. Method: The study is descriptive, based on sample survey. And has been carried out on empirical level and it is based on the interview schedule method. Data on the personal and professional backgrounds of the sample respondents, as well as their degree of awareness, attitude, and happiness with herbal products, were gathered through the interview schedule. The instrument used to collect the data is a well-structured questionnaire which is incorporated with items measuring socio-economic status, awareness about herbal products, attitudes and perception towards herbal products and factors influencing the purchase of herbal products. The sampling technique is Simple Random sampling and the sample size is 420. The data were analyzed by using Statistical tools such as, Descriptive statistics, Frequency Distribution Analysis, Reliability and Item analysis, Cross tabulation analysis with Chi-square test, Independent sample t-test, Canonical Correlation Analysis, One way ANOVA (F test). Principle Component Factor Analysis, Rank Analysis and Regression. Results: It was discovered that the frequency of purchasing herbal goods and the brand that was purchased were significantly influenced by socioeconomic characteristics such as gender, age, education, employment, and marital status. This correlation between the socioeconomic factors and herbal product purchasing suggests that marketers should consider tailoring their products and approaches based on the target audience’s demographics