A Study on the Determinants of Consumer Buying Behaviour in the Online Wellness Industry

Aruna M1, Prof. Ramya H P2

1Student, Department of Management Studies, Dayananda Sagar College of Engineering, Bengaluru

2Assistant Professor, Department of Management Studies, Dayananda Sagar College of Engineering, Bengaluru

Abstract - The online wellness industry has witnessed rapid growth as consumers increasingly turn to digital platforms for health supplements, fitness products, organic foods, and personal care items. This study evaluates the key determinants that influence consumer buying behaviour in this sector, with a focus on trust and security, product quality, price sensitivity, online reviews, convenience, brand reputation, and social media influence. A descriptive research design was adopted, and primary data were collected from 150 online wellness consumers using a structured questionnaire based on a five-point Likert scale. The data were analysed using descriptive statistics and correlation analysis. The findings reveal that trust and security concerns, followed by product quality and price, are the most significant determinants shaping purchase decisions, while social media influence, though growing, remains comparatively less decisive. The study offers practical insights for online wellness brands to strengthen customer trust, improve product transparency, and design targeted marketing strategies. The research contributes to the limited literature on consumer behaviour specific to the online wellness domain and provides a foundation for future studies in this evolving market.

Key Words: Consumer Buying Behaviour, Online Wellness Industry, Determinants, E-Commerce, Purchase Intention, Digital Health.