title: Intention to purchase organic food among young consumers: Evidences from a developing nation.
abstract: The present study attempts to investigate the consumer's intention to purchase organic food in the context of a developing nation (India) using the Theory of Planned Behavior (TPB). Further, the study has incorporated additional constructs (moral attitude, health consciousness and environmental concern) in the TPB and measured its appropriateness. Responses were collected from 220 young consumers adopting convenience sampling approach. Data were analyzed using Structural Equation Modeling (SEM) to evaluate the strength of relationship between the constructs. The findings reported that the TPB partially supported the organic food purchase intention. Among the additional constructs incorporated, moral attitude and health consciousness positively influenced the consumer's intention to purchase organic food. The study has supported the inclusion of new constructs in the TPB as it has improved the predictive power of the proposed framework in determining consumer's intention to purchase organic food.
authors.affiliation: Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand 826004, India. Electronic address: rbyadav1988@gmail.com.
authors.forename: Rambalak
authors.initials: R
authors.lastname: Yadav
authors.affiliation: Department of Management Studies, Indian School of Mines, Dhanbad, Jharkhand 826004, India. Electronic address: gspathak@gmail.com.
authors.forename: Govind Swaroop
authors.initials: GS
authors.lastname: Pathak
mesh_terms: D000293:Adolescent; D000328:Adult; D002755:Choice Behavior; D003258:Consumer Behavior; D003906:Developing Countries; D005260:Female; D005518:Food Preferences / Q000523:psychology*; D058870:Food, Organic; D015438:Health Behavior; D006801:Humans; D007194:India; D033182:Intention; D008297:Male; D009014:Morals; D011795:Surveys and Questionnaires; D055815:Young Adult
keywords: Environmental concern; Health consciousness; Organic food; Theory of planned behavior