Analyzing the Consumer Intentions toward Organic Fruits and Vegetables:A Conceptual and Research Framework

The research aims to develop a framework that explains consumer behavior in shifting their consumption patterns towards organic products. In India, the adoption of organic consumption has seen steady growth, although challenges remain in accelerating the pace of widespread consumer adoption. This study focuses on Indian consumers’ perception of organic products and investigates how their values influence their decision-making when purchasing these products. It begins by reviewing existing literature on organic products and consumer behavior, focusing on attitudes toward organic products. Factors such as environmental concerns, health consciousness, and ethical considerations play a significant role in shaping the attitude of Indian consumers toward organic consumption, reflecting a growing interest in sustainable living practices. By understanding these personal values, the study aims to provide insights that can help manufacturers and marketers develop strategies to encourage the purchase of organic products across diverse segments of India’s population. The framework is grounded in the Theory of Planned Behavior, a widely regarded model in consumer behavior studies. The study aspires to uncover key predictors that contribute to building a positive attitude toward organic products. Additionally, it aims to provide insights to refine marketing strategies and boost the intention to purchase organic products.