ABSTRACT Prior studies based on the Theory of Planned Behavior mostly examined the effects of health and environmental concerns on organic food consumption; however, few addressed the paradoxical relationships in the context of opulent or symbolic decorum. Therefore, the novelty of this study arises from adopting a new perspective of opulence and integrating reasons for organic food purchases. Findings reveal a substantial attitude–behavior gap, despite health concerns influencing the attitude, while perceived behavioral control and subjective norms highly affect buying intentions. Influential pricing lacks significant impact on organic food consumption. Consumers are driven by healthy lifestyle choices in their purchases. By offering a novel perspective and quantifying the drivers of organic food consumption as an expression of the opulence associated with healthy lifestyle patterns and sustainable living, this study contributes substantially to the field. Notably, this research decodes the intention to buy organic food as a means to adopt healthy‐opulent‐lifestyle patterns.
Sriram et al. (Wed,) studied this question.