Abstract:

This study tests how awareness, preference, satisfaction and trust shape adoption of adaptogenic herbal products in Bengaluru. A structured consumer survey produced 616 usable responses. Multi-item scales showed acceptable reliability for awareness, preference, and satisfaction/trust, while adoption was marginal and was interpreted cautiously. Correlations, ordinary least squares models, and structural equation paths indicate that awareness increases preference and adoption, preference strongly predicts satisfaction/trust, and all three constructs contribute to adoption. Preference also predicts stated inclination toward Panax ginseng, whereas the direct awareness coefficient becomes negative after preference is controlled, suggesting that knowledge alone does not convert automatically into product choice. The results support a staged pathway in which market education must be paired with credible product positioning and trust-building. The study contributes an urban Indian account of consumer acceptance in a category where culturally embedded ashwagandha and globally positioned Panax ginseng coexist.

Keywords:

adaptogens; consumer awareness; adoption; preference; trust; structural equation modelling; Bengaluru

Aim/Objectives

Methods