Consumer behaviour models for organic products in social media advertising

Abstract

This review examines the intersection of consumer behaviour theory and social media advertising in the context of organic product marketing. Drawing on established behavioural models including the Theory of Planned Behaviour, Health Belief Model, and Value-Belief-Norm Theory, the paper explores how psychological and sociocultural factors influence consumer attitudes, intentions, and decision-making processes. Key mechanisms of social media advertising, such as influencer marketing, user-generated content, native advertising, and interactive formats, are analysed for their role in shaping perception and engagement. The review also highlights demographic, psychographic, and behavioural segmentation strategies relevant to targeting organic consumers. In addition, this study adopts a structured review methodology that synthesises theoretical models with empirical findings from multiple international contexts, allowing for a holistic assessment of both consumer psychology and digital campaign performance. Case studies of leading brands illustrate platform-specific strategies and measurable effects on purchase intention and return on investment. The analysis further identifies how social proof, trust in certifications, and ethical identity signalling shape organic product adoption in online environments. Practical implications are provided for marketers and policymakers seeking to design evidence-based campaigns that align with consumer values of health, sustainability, and transparency. The paper also addresses ethical concerns related to misinformation, privacy, and market access, offering recommendations for responsible communication. Finally, gaps in the literature are identified, including the lack of integrated theoretical frameworks for digital environments, the need for cross-cultural studies, longitudinal analysis, and exploration of emerging tools such as VR and AI influencers. The paper concludes by emphasizing the importance of interdisciplinary approaches to better understand and ethically manage the influence of social media on consumer adoption of organic products.