ANALYZING THE EFFECT OF SOCIAL MEDIA AND INFORMATION CHANNELS ON CONSUMER KNOWLEDGE ABOUT SUSTAINABLE DAIRY PRACTICES IN THANE

Purpose: This research aims to investigate consumer knowledge about sustainable dairy practices in Thane, employing a sample of 250 participants through convenient sampling. The study focuses on understanding the predictive relationships between social media usage, exposure to information channels, and consumer knowledge. Design/Methodology/Approach: The research utilizes a structured Likert-scale survey encompassing demographic information, consumer knowledge assessments, and insights into social media usage and information exposure. Linear regression analysis is applied to examine the statistical significance and strength of the identified relationships. Findings: The findings reveal a significant impact of social media usage and exposure to information channels on consumer knowledge about sustainable dairy practices. Specific patterns and preferences emerge, contributing to a nuanced understanding of consumer perceptions in Thane. Practical Implications: The studys results hold practical implications for communication strategies aimed at enhancing consumer awareness of sustainable dairy practices. Recommendations include targeted communication campaigns, diversified content creation, collaboration with influencers, continuous education programs, and ongoing monitoring and evaluation. Originality/Value: This research contributes to the field by exploring the interplay between social media, information exposure, and consumer knowledge in the context of sustainable dairy practices. The methodology combines convenience sampling and Likert-scale surveys to efficiently gather and analyze data, providing valuable insights for sustainable practices promotion.