THE MODERATING ROLE OF SOCIO-DEMOGRAPHIC FACTORS ON CONSUMER TRUST AND BRAND LOYALTY IN THANJAVUR'S ORGANIC FOOD SECTOR

Abstract

This study investigates how socio-demographic variables moderate the relationship between consumer trust and brand loyalty in the organic food sector of Thanjavur District, Tamil Nadu. While consumer trust in organic labeling and health claims is widely recognized as a primary antecedent of repurchase behavior, the strength of this conversion often depends on socio-demographic dynamics. Utilizing primary data collected from 91 households across major talukas in Thanjavur District, the empirical framework applies a four-stage econometric analysis: Chi Square Test of Independence, Independent Samples t-test, One-Way ANOVA, and Moderated Multiple Linear Regression Analysis. The empirical findings indicate that consumer trust exerts a strong, statistically significant direct effect on brand loyalty (0.5068, p < 0.001). Furthermore, household income acts as a statistically significant positive moderator (0.1370, p = 0.013), demonstrating that higher income levels strengthen the translation of trust into sustained brand loyalty. Conversely, education and gender do not exhibit statistically significant moderation effects. The paper concludes with strategic supply chain and pricing recommendations aimed at converting consumer trust into long-term brand equity across diverse demographic segments in Thanjavur District.