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Purpose This current research investigates antecedents affecting young consumers' purchasing intention of organic foods in a developing nation’s (Pakistan) context utilizing Theory of Planned Behavior. For this purpose, theoretical framework comprising characteristics of a product, concerns of consumers and consciousness were proposed. Design/methodology/approach Responses were collected from a sample comprising 418 young consumers through the convenience sampling technique. The data has been evaluated through Structural Equation Modeling. Findings Findings demonstrate that characteristics of products and concerns of consumers significantly affect young consumer's health and social consciousness. However, such health and social consciousness were found to have an insignificant effect on young consumers' attitudes. Moreover, findings also show that attitude is positively linked with young consumers' purchase frequency towards organic foods. Outcomes also approve moderation of environmental awareness between attitude and organic food purchasing intention. Practical implications The present study offers numerous implications for marketers, policymakers and socio-ecological organizations regarding development of intervention strategies to promote the purchase of organic foods. The study provides implications regarding making organic foods more accessible to all consumers in order to increase organic food consumption in developing countries. Originality/value Although young consumers are aware of organic food products, their knowledge about the concept is limited. Therefore, this study provides an understanding of consumer's perspective regarding their purchase intention of organic foods, which will help marketers, researchers and food producers to achieve marketing strategies for the development of these products.
Su et al. (Wed,) studied this question.