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ABSTRACT Sustainability in the agri‐food sector has been increasingly important with regard to the environment, health, and employment of local farmers. The purpose of this research is to analyze the impact of drivers and barriers on consumer behavior toward sustainable agri‐food products in India under the Behavioral Reasoning Theory (BRT). This study employs a mixed‐methods approach, integrating both exploratory and confirmatory strategies designed to understand the behavioral motivators and barriers in sustainable purchase decisions. The study concludes that environmental concern, health, and support for local farmers positively enhance consumer intention to purchase sustainable agri‐food products. Conversely, payment and limited accessibility serve as barriers in highly price‐sensitive markets like India. Environmental concern moderates the impact of supportive and negative agri‐food reasons by amplifying the positive influence while reducing the negative one. Addressing the barriers alongside the motivators will enable greater achievement of sustainable consumption. This makes well‐founded recommendations for businesses and public institutions in developing strategies to promote sustainable agri‐food products optimized for hesitant consumers. It also broadens the scope of BRT, portraying consumer decision‐making in a less‐considered light, and offers a practical approach to fostering green purchase intentions in developing nations.
Appolloni et al. (Thu,) studied this question.