Understanding how knowledge, consciousness, and social norms shape sustainable food purchase intention

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.