• S. ELAVARASAN
• DR. M. ABDUL KAREEM

This study explores consumer decision-making in response to e-marketing campaigns for organic and sustainable food products in the districts of Tiruchirappalli and Coimbatore, Tamil Nadu. With the increasing shift toward health-conscious and eco-friendly consumption, the research aims to identify the key factors influencing consumers’ purchase decisions in the organic food market. Data was collected from 180 respondents using an online survey, and statistical analyses, including the Chi-Square Test and Friedman Rank Test, were employed to examine the relationship between e-marketing exposure and consumer behavior. The results revealed that health benefits and environmental impact were the most significant factors driving purchase decisions, followed by brand trust and price sensitivity. The study found a significant positive correlation between exposure to e-marketing campaigns and consumer purchase decisions, indicating that digital marketing plays a crucial role in shaping consumer attitudes towards organic food. Based on these findings, the study recommends that organic food brands focus on highlighting health and environmental benefits, build consumer trust through transparency, and address price concerns with value-driven marketing strategies. This research offers valuable insights for marketers aiming to optimize e-marketing strategies and engage consumers in the growing organic food sector.

Consumer Decision-Making, E-Marketing, Organic Food, Sustainable Products, etc.,

"CONSUMER DECISION-MAKING IN RESPONSE TO E-MARKETING CAMPAIGNS FOR ORGANIC AND SUSTAINABLE FOOD PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 1, page no.e720-e726, January-2025, Available :http://www.jetir.org/papers/JETIR2501493.pdf

"CONSUMER DECISION-MAKING IN RESPONSE TO E-MARKETING CAMPAIGNS FOR ORGANIC AND SUSTAINABLE FOOD PRODUCTS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 1, page no. ppe720-e726, January-2025, Available at : http://www.jetir.org/papers/JETIR2501493.pdf