Antecedents of organic food products intention and behaviour

The paper reports key findings from testing an extended model based on the theory of planned behaviour, which was presented at ANZMAC in 2017. The model captured six antecedents of organic food purchase intention (OFPI), which in turn influences young Indian consumers’ organic food purchase behaviour (OFPB), along with the moderating effect of cultural values. For this group of consumers, little empirical research has investigated the drivers of green purchase intention and their relationships with green purchase behaviour in relation to organic food products. Survey data were collected using an online structured questionnaire. 401 complete responses were received and analysed quantitatively. Results revealed that OFPI is influenced by attitude, price consciousness, subjective norm and perceived quality, but not influenced by environmental concern and perceived consumer effectiveness. OFPI is strong predictor of OFPB. Further, students from high income, urban nuclear families, as well ‘general’ class are more attracted towards organic foods.