Analysing Customers’ Trust in Ayurvedic Product Consumption: Development of Conceptual Model

Abstract

Purpose: Investigating and analysing the numerous elements that affect consumers' faith in Ayurvedic products is the main goal of the article. In order to create a conceptual model to achieve this, the study undertakes an extensive examination of pertinent literature and current consumer theories. In order to help people develop faith in ayurvedic medicines, this model tries to give them a structured understanding of the essential components. The main goal of the study is to identify, synthesise, and discuss the elements that influence consumer trust in these products within a clear conceptual framework based on well-established customer theories and earlier research. Design: Accessing books and journal articles via search engines like Google Scholar, ResearchGate, SSRN, Base, Semantics, and Inflibnet is how secondary data for research is acquired. The focus group interaction method is used to formulate hypotheses and pinpoint characteristics that influence trust. Findings: The study has identified a number of variables that affect consumer trust in Ayurvedic goods. These factors include the items' holistic approach, the value consumers see in them, individual norms, and close customer relationships. It is hypothesised that these elements have a substantial impact on consumers' trust in ayurvedic products. Originality: This essay focuses on identifying and analysing the various elements that affect consumer confidence in ayurvedic products. Paper Type: Literature review for the creation of a conceptual model.