Factors influencing buying behaviour of organic food products

Organic food products are gaining popularity, due to their health benefits and low environmental impact. However acceptance of organic food products is low, especially for young consumers in India. 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. The aim of the study reported here is to develop and empirically test an extended model based on the theory of planned behaviour, which captures the key factors influencing young Indian buyers’ attitudes and how these attitudes influence their actual purchase behaviour, along with the moderating effect of cultural values. Quantitative data collected from an online structured questionnaire survey of students will be analysed by structural equation modelling. The study will provide valuable information for green marketers and policy makers to assist them in understanding the challenges and issues in framing effective marketing programs.