Consumer Attitude Towards Ayurveda Products in the Post-Covid Era: A Study in Kerala

Abstract

The COVID-19 pandemic has reshaped global consumer behavior, particularly in health and wellness domains, leading to increased reliance on natural and traditional healthcare systems. Ayurveda products have gained substantial attention due to their perceived safety, immunity-enhancing properties, and holistic benefits. This study examines consumer attitude and purchase intention towards Ayurveda products in the post-COVID era, focusing on Kerala, a region deeply rooted in Ayurvedic traditions.

Primary data were collected from 340 respondents using a structured questionnaire. The study employed descriptive statistics, correlation, and multiple regression analysis to examine relationships among variables. The findings indicate that health consciousness, perceived effectiveness, and trust significantly influence consumer attitude, which in turn has a strong positive impact on purchase intention (r = 0.72, β = 0.68, p < 0.001).

The study contributes to existing literature by integrating post-pandemic behavioral shifts with traditional medicine consumption patterns. It offers practical implications for marketers, policymakers, and healthcare practitioners to strengthen the Ayurveda sector in an increasingly competitive and health-conscious market.