The Role of Digital Marketing in Promoting Organic Products: Trends, Challenges, and Consumer Insights

Abstract

The rise of organic products as a viable alternative to conventionally produced goods has gained global momentum due to increasing consumer awareness of health, environmental sustainability, and ethical considerations. In parallel, digital marketing has emerged as a powerful medium to connect consumers with these products, addressing gaps in education, accessibility, and trust while leveraging technological advancements to enhance engagement (Bezawada & Pauwels, 2013; Poorani, et al., 2021). This introduction examines how digital marketing has transformed the organic product industry by exploring its trends, challenges, and the evolving dynamics of consumer behavior.