Determinants of Organic Food Purchase Intentions: A Multi-Factor Approach Integrating Trust and Value-Based Drivers

Abstract

The demand for organic food is growing rapidly worldwide, as consumers are more aware of its health and environmental benefits compared to conventional food. This study attempted to briefly examine and determine the preferences and behavioral tendencies exhibited by consumers when purchasing food products. A descriptive research design was appropriately adopted to analyze the influence of specific attributes on organic food purchasing behavior. Mall intercept survey technique was used with purposive sampling method for reasonable selection of target respondents. This survey included a total of 479 participants, who regularly purchasing organic food for its consumption. The findings indicate that awareness of organic food and its easy availability, combined with health consciousness and environmental concerns, play an important role in forming positive consumer attitudes; This attitude in turn influences their intention to purchase organic food. Moreover, the results show that consumer trust strengthens the existing relationship between consumer attitudes and purchase behavior, as the relationship between these two develops more strongly with the increase in trust. This study enriches a deeper understanding of consumer behavior towards organic foods in emerging economies like India, and provides a comprehensive and consistent insight into Asian perspectives.