Analysing the Role of Consumer Ethnocentrism and Social Responsibility in the Preference of Ayurvedic Products

Ayurvedic indigenous products have grown significantly in the Indian market and seized a large consumer base within a short span of time. There has been a growing sensitivity among consumers in India that the use of Ayurvedic products in routine lifestyle including food products, cosmetics and household activities leads to a healthier life. The present study attempts to understand the perception of consumer for indigenous Ayurvedic products. The study also attempts to identify the underlying factors that influence the purchasing behaviour of consumers. In total, 151 respondents from Delhi-NCR, India, participated in the study. The study reveals that there is a significant influence of brand price, ethnocentrism and social responsibility on the preference of food products. Moderating role of social responsibility and consumer ethnocentrism on brand preference has also been studied. The present article reflects how a pre-launch perception, concern for health and breaking the traditional prototype can influence the perception of consumers. The multi-pronged approach by the government, marketers and other social institutions could break open a huge domestic and global market for Ayurvedic products.