Drivers of Repurchase Intention of Organic Food in India: Role of Perceived Consumer Social Responsibility, Price, Value, and Quality

Sustainable consumption and organic food demand are increasing at a rapid rate in emerging economies. This research studies the repurchase intention toward organic food in the Indian context and employs a cross-sectional survey technique (n = 450). The study analyses the role of perceived consumer social responsibility, price, value, and quality in repurchase intention through structural equation modeling using PLS-SEM. Findings suggest that perceived price fairness and perceived value have a significant influence on repurchase intention; perceived consumer social responsibility positively influences perceived price fairness and perceived quality. Interestingly, the relationship between perceived quality and repurchase intention was not significant; however, the indirect effect of perceived quality was found significant. Furthermore, the mediating role of perceived value was established in the relationship of perceived price fairness and repurchase intention as well as perceived quality and repurchase intention, signifying the importance of perceived value for Indian consumers.