Unveiling consumer behaviour towards organic packaged food products using structural equation modeling

Purpose This study examines how sustainable packaging elements, namely eco-materials, visual appeal, and information transparency, shape consumer purchase intention toward organic packaged food in an emerging market context. Grounded primarily in the Stimulus–Organism–Response Model, the study conceptualises packaging as a set of external stimuli that influence consumers' internal evaluations, including perceived product quality, trust, and environmental consciousness, which subsequently relate to purchase intention. Design/methodology/approach Primary data were collected from 500 consumers across selected districts of West Bengal using a structured questionnaire and multistage stratified sampling. The measurement instrument comprised validated scales adapted from prior studies. The data were analysed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM). Findings The results indicate that sustainable packaging elements are positively associated with perceived product quality and trust, both of which are linked to purchase intention. Information transparency emerges as the strongest driver of consumer evaluations, while environmental consciousness mediates the relationship between eco-materials and purchase intention. The model explains a substantial proportion of variance in purchase intention. Practical implications The findings suggest that firms should prioritise transparent and credible packaging communication, adopt eco-friendly materials, and design visually appealing packaging to enhance consumer trust and perceived quality. Policymakers may strengthen sustainable consumption by promoting standardised eco-labelling and improving consumer awareness. Originality/value This study contributes by applying an S–O–R-based framework to explain how multiple packaging cues jointly influence cognitive, affective, and value-based evaluations in organic food consumption. It provides context-specific insights into consumer behaviour in an emerging market setting.