Title: Application of the theory of planned behaviour to predict Indian consumers' intention to purchase organic food

Authors: Avani Raval; Diljeetkaur Makhija

Addresses: Institute of Management, Nirma University, Ahmedabad, Gujarat, India ' Institute of Management, Nirma University, Ahmedabad, Gujarat, India

Abstract: Organic food and its consumption are at a promising stage in India due to health and environment concerns. The current study examines the intentions of Indian customers to purchase organic food through defined constructs of 'theory of planned behaviour'. Further, the study has also incorporated additional constructs based on an extensive literature review. Hypo-deductive research design was adopted for the study. The proposed framework was tested by examined data collected from 314 consumers using structural equation modelling. Mediating effects on purchase intention were investigated through attitude towards environmental attributes. Results confirm that subjective norms and attitude positively influence on consumers' purchase intention. Further, it determines that environmental attributes have positive influence on attitude. Additionally, attitude is found to have a strong positive mediating effect for environmental attributes on purchase intention. The study provides various contributions to theory and practices towards consumer purchase intentions by examining the proposed model in Indian context.

Keywords: organic foods; environmental attributes; attitude; purchase intentions; mediation; theory of planned behaviour; TPB; India.

DOI: 10.1504/IJSEM.2023.134111

International Journal of Services, Economics and Management, 2023 Vol.14 No.4, pp.396 - 413

Received: 15 Mar 2022
Accepted: 01 Dec 2022
Published online: 11 Oct 2023 *

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