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Purpose: The main goal of the paper is to pinpoint the variables affecting consumer trust in the use of Ayurvedic products. It seeks to assess the elements that influence the model's advantages, benefits, constraints and disadvantages. The goal is to use the ABCD model to give each aspect the appropriate scores or weights. To further shed light on the intricacies of the subject, the paper also intends to use factor analysis and elementary analysis. Design: This study conducted a thorough evaluation of the literature on the ABCD analytical framework. The study was successful in identifying key influencing factors and critical constituent characteristics that contribute to customer trust in consuming Ayurvedic products by quantitative analysis involving focus group interactions and suitable weightage assignment to essential attributes. Findings: The survey found that many companies and people are adopting a fresh strategy based on sustainability or survival in order to deal with their pressing problems and find quick relief. Focus group talks were used to analyse customer trust in the use of Ayurvedic products, and the ABCD analytic framework application was heavily endorsed for its beneficial elements. The results of this model thus support the effectiveness of using Ayurvedic products. Originality/value: The survey found that many companies and people are adopting a fresh strategy based on sustainability or survival in order to deal with their pressing problems and find quick relief. Focus group talks were used to analyse customer trust in the use of Ayurvedic products, and the ABCD analytic framework application was heavily endorsed for its beneficial elements. The results of this model thus support the effectiveness of using Ayurvedic products. Paper Type: Empirical Paper.
BHARATHI et al. (Tue,) studied this question.