Impact of consumer ethnocentrism and perceived efficacy of organic certifying agencies on purchase intention: the mediating role of attitude

With regard to young consumers in a developing organic market like India, this study examined the impact of consumer ethnocentrism (CET) on purchase intention for organic food (PITN). Also, further research into the effect of perceived efficacy of organic regulatory agencies (PEFC) as well as potential interactions of consumer ethnocentrism and perceived efficacy with purchase intention towards domestic organic food having attitude (ATD) as a mediating variable were examined. Data was collected from 210 young respondents in Delhi NCR and structure equation modelling was used for analysis. It was found that highly ethnocentric young people and positive perceptions about the efficacy of organic certifying agencies lead to favourable attitudes toward domestic organic food purchases. Also, CET does not seem to affect purchase intention directly but the perceived efficacy does. ATD plays the role of mediator between CET and PITN showing full mediation. While mediation between the PEFC and PITN is partial.