Abstract This study aims to investigate the relationship between perceived knowledge, environmental awareness, health awareness, trust, attitude, and subjective norms in shaping purchase intention. A structured questionnaire was distributed to 456 young Indian adults using a purposive sampling method. Structural Equation Modelling (SEM) was used to test the proposed relationships. The findings indicate that perceived knowledge, environmental awareness, and health awareness have a significant impact on consumers’ attitudes towards organic food. Trust is also identified as a key factor in fostering a positive attitude. Subsequently, attitude and subjective norms have a notable predictive effect on purchase intention. By creating an integrated model that includes perceived knowledge, this study highlights the role of understanding in consumer decision-making and presents a comprehensive model tailored to the organic food market.
Kumar et al. (Thu,) studied this question.