Examining consumer purchase intention towards organic food: An empirical study

The ongoing transition in consumer attitudes toward organic products may lead to the rise of organic food; therefore, it is critical to study customers' purchasing intentions toward organic food in a developing country like India. The main objective of this study is to examine what motivates consumer's purchase intention towards organic food. Data was collected from 294 consumers, and selected using purposive sampling, through a questionnaire survey. The findings revealed that consumers' intentions to purchase organic food are influenced by functional value quality, social norms, consumer innovativeness and green trust. Additionally, health benefits, convenience and availability have major significant influence on consumers' choice for organic food. Further, knowledge about organic food exerts strongest impact among all the other factors. The current study contributes to the lack of research on customers' organic food in India. This study incorporates the unique importance of motivating factors that drives their choice of organic foods and has both theoretical and managerial implications.