Exploring the Role of Availability and Willingness to Pay Premium in Influencing Smart City Customers’ Purchase Intentions for Green Food Products

ABSTRACT

This research aims to identify the predictors that influence young, educated customers’ intention to purchase green food products in India by utilizing the extended theory of planned behavior which includes elements such as environmental concern, perceived customer effectiveness, willingness to pay a premium, and product availability. A total of 337 customers from a smart city in India participated in this quantitative study and filled out a self-administered questionnaire. PLS-SEM and CFA were used to analyze the obtained data. The findings illustrates that attitude and perceived behavioral control influences purchase intentions, but subjective norms has no effect in the Indian context.

KEYWORDS:

• Food products
• product availability
• smart city consumers
• theory of planned behavior
• willingness to pay premium

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.