AI and Organic Food Marketing – Consumer Perspectives: Influence of AI-Based Personalized Advertisements on Organic Food Buying Behavior: A Qualitative Study of Consumers in Mumbai

Abstract

With the proliferous rise of social media and online shopping portals, consumers nowadays are continuously exposed to personalized advertisements generated through Artificial Intelligence (AI). Organic food brands are actively using AI-based algorithms to recommend products based on consumers’ online searches, health interests, purchase history, and browsing behavior. The present study aims to understand how consumers in Mumbai perceive AI-based personalized advertisements related to organic food products and how these advertisements influence their purchase behavior. The study emphasizes on urban consumers between the age group of 25–45 years who regularly use digital platforms such as Instagram, YouTube, Google, and online grocery applications and have prior experience purchasing organic food products. A qualitative research approach has been adopted for the study. Data was collected through semi-structured in-depth interviews with approximately 27 consumers selected using purposive sampling. The study attempts to explore consumers’ experiences with repeated product recommendations, health-focused advertisements, influencer promotions, and targeted organic food suggestions appearing on digital platforms. The collected responses was analyzed using thematic analysis to identify common patterns, opinions, and behavioral responses. The study aims to highlight that AI-driven advertisements and promotions increase awareness and curiosity regarding organic food products and often encourage trial purchases. The findings are likely to show that while AI-based personalization affects consumer attention and engagement, final purchase decisions continue to depend on factors like trust, quality of products, reviews, and previous consumption experience.