678
Views
5
CrossRef citations to date
0
Altmetric
Articles

What Motivates Young Indian Consumers to Buy Organic Food?

, , &

References

  • Agricultural and Processed Food Products Export Development Authority. 2015. National programme for organic production. Accessed March 1, 2018. http://apeda.gov.in/apedawebsite/index.html/.
  • Ahuja, Y., and S. K. Sahni. 2017. An empirical study exploring factors influencing tweenagers purchase intention. Journal of Commerce and Management Thought 8 (2):338–49.
  • Ajzen, I. 1991. The theory of planned behaviour. Organisational Behavior and Human Decision Processes 50:179–211. doi: 10.1016/0749-5978(91)90020-T.
  • Ajzen, I., and M. Fishbein. 1977. Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin 84 (5):8–918.
  • Apaolaza, V., P. Hartmann, C. D’Souza, and C. M. López. 2018. Eat organic–Feel good? The relationship between organic food consumption, health concern and subjective wellbeing. Food Quality and Preference 63:51–62.
  • Aschemann‐Witzel, J., and S. Zielke. 2017. Can’t buy me green? A review of consumer perceptions of and behavior toward the price of organic food. Journal of Consumer Affairs 51 (1):211–51.
  • Asif, M., W. Xuhui, A. Nasiri, and S. Ayyub. 2018. Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Quality and Preference 63:144–50.
  • Asmoah, M. 2014. Re-examination of the limitations associated with correlational research. Journal of Educational Research and Reviews 2 (4):45–52.
  • ASSOCHAM & EY. 2018. The Indian Organic Market A New Paradigm in Agriculture, ASSOCHAM and EY, New Delhi. Accessed April 23, 2020. https://www.assocham.org/newsdetail.php?id=6835.
  • Azzurra, A.,. A. Massimiliano, and M. Angela. 2019. Measuring sustainable food consumption: A case study on organic food. Sustainable Production and Consumption 17:95–107.
  • Barbarossa, C., and P. De Pelsmacker. 2014. Positive and negative antecedents of purchasing eco-friendly products: A comparison between green and non-green consumers. Journal of Business Ethics 134 (2):229–47. doi: 10.1007/s10551-014-2425-z.
  • Basha, M. B., and D. Lal. 2019. Indian consumers’ attitudes towards purchasing organically produced foods: An empirical study. Journal of Cleaner Production 215:99–111.
  • Basha, M. B., C. Mason, M. F. Shamsudin, H. I. Hussain, and M. A. Salem. 2015. Consumers attitude towards organic food. Procedia Economics and Finance 31:444–52. doi: 10.1016/S2212-5671(15)01219-8.
  • Bhardwaj, B. K., and S. Pal. 2011. Data mining: A prediction for performance improvement using classification. International Journal of Computer Science and Information Security 9 (4):1–5.
  • Bhatia, M., and A. Jain. 2013. Green marketing: A study of consumer perception and preferences in India. Electronic Green Journal 1 (36):1–19. https://escholarship.org/uc/item/5mc39217. doi: 10.5070/G313618392.
  • Bishop, M. M., and N. A. Barber. 2015. Should I pay more? The relationship between normative beliefs and willingness-to-pay for organic and local products. Journal of Marketing Theory and Practice 23 (1):94–106. doi: 10.1080/10696679.2015.980182.
  • Boobalan, K., and G. S. Nachimuthu. 2020. Organic consumerism: A comparison between India and the USA. Journal of Retailing and Consumer Services 53:101988.
  • Bulsara, H. P., and K. G. Trivedi. 2016. An exploratory study of factors related to consumer behaviour towards purchase of fruits and vegetables from different retail formats. Journal of Research in Marketing 6 (1):397–406.
  • Canabal, M. E. 2002. Decision making styles of young south Indian consumers: An exploratory study. College Student Journal 36 (1):12–20.
  • Carrington, M., B. Neville, and G. Whitwell. 2010. Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics 97:139–58.
  • Chan, K. 1998. Mass communication and pro-environmental behaviour: Waste recycling in Hong Kong. Journal of Environmental Management 52 (4):317–25. doi: 10.1006/jema.1998.0189.
  • Chan, R. Y. K. 2001. Determinants of Chinese consumers’ green purchase behavior. Psychology and Marketing 18 (4):389–413. doi: 10.1002/mar.1013.
  • Chandra, A., and M. Rosmann. 2020. Indian Organic Foods Market Report. IN2020-0064, United States Department of Agriculture (USDA), New Delhi.
  • Charter, R. A. 1999. Sample size requirements for precise estimates of reliability, generalizability, and validity coefficients. Journal of Clinical and Experimental Neuropsychology 21 (4):559–66. doi: 10.1076/jcen.21.4.559.889.
  • Cheah, I., and I. Phau. 2011. Attitudes towards environmentally friendly products. Marketing Intelligence and Planning 29 (5):452–72. doi: 10.1108/02634501111153674.
  • Chekima, B., K. Chekima, and K. Chekima. 2019. Understanding factors underlying actual consumption of organic food: The moderating effect of future orientation. Food Quality and Preference 74:49–58.
  • Chen, S.-C., and C.-W. Hung. 2016. Elucidating the factors influencing the acceptance of green products: An extension of theory of planned behavior. Technological Forecasting and Social Change 112:155–63. doi: 10.1016/j.techfore.2016.08.022.
  • Chen, Y. S., and C. H. Chang. 2012. Enhance green purchase intentions. Management Decision 50 (3):502–20. doi: 10.1108/00251741211216250.
  • Chockalingam, S. N., and D. J. Isreal. 2016. Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India. Management & Marketing. Challenges for the Knowledge Society 11 (1):355–70. doi: 10.1515/mmcks-2016-0002.
  • Deliana, Y., and I. A. Rum. 2019. How does perception on green environment across generations affect consumer behaviour? A neural network process. International Journal of Consumer Studies 43 (4):358–67.
  • Dolezalova, H., K. Picha, J. Navratil, M. Vesela, and R. Švec. 2016. Perception of quality in decision making regarding purchase of organic food. Food Safety Management 17 (153):86–91.
  • D’Souza, C., M. Taghian, and R. Khosla. 2007. Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention. Journal of Targeting, Measurement and Analysis for Marketing 15 (2):69–78. doi: 10.1057/palgrave.jt.5750039.
  • Ellen, P. S., J. L. Wiener, and C. Cobb-Walgren. 1991. The role of perceived consumer effectiveness in motivating environmentally conscious behaviors. Journal of Public Policy and Marketing 10 (2):102–17.
  • Etikan, I. 2016. Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics 5 (1):1–4. doi: 10.11648/j.ajtas.20160501.11.
  • Fillion, L., and S. Arazi. 2002. Does organic food taste better? A claim substantiation approach. Nutrition & Food Science 32:153–7.
  • Food Service India Bureau. 2017. Raising trust in food quality and safety. 17 March 2017. Accessed July 25, 2021. https://www.indiaretailing.com/2017/03/17/food/food-service/raising-trust-in-food-quality-and-safety/.
  • Fornell, C., and D. F. Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18 (1):39–50.
  • Fusilier, M., and S. Durlabhji. 2005. An exploration of student internet use in India. Campus-Wide Information Systems 22 (4):233–46. doi: 10.1108/10650740510617539.
  • Gan, C., Z. Chang, M. C. Tran, and D. A. Cohen. 2016. Consumer attitudes toward the purchase of organic products in China. International Journal of Business and Economics 15 (2):117–44.
  • Gilg, A., S. Barr, and N. Ford. 2005. Green consumption or sustainable lifestyles? Identifying the sustainable consumer. Futures 37 (6):481–504.
  • Gleim, M., and S. J. Lawson. 2014. Spanning the gap: An examination of the factors leading to the green gap. Journal of Consumer Marketing 31/ (6/7):503–14. doi: 10.1108/JCM-05-2014-0988.
  • Goyal, A., and N. P. Singh. 2007. Consumer perception about fast food in India: An exploratory study. British Food Journal 109 (2):182–95. doi: 10.1108/00070700710725536.
  • Green, E. J., and P. L. Knechtges. 2015. Food safety knowledge and practices of young adults. Journal of Environmental Health 77 (10):18–25.
  • Hair, J. J., W. C. Black, B. J. Babin, and R. E. Anderson. 2010. Multivariate data analysis: A global perspective (7th ed.). New Jersey: Pearson Prentice Hall.
  • Han, H., L.-T. Hsu, and C. Sheu. 2010. Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management 31 (3):325–34. doi: 10.1016/j.tourman.2009.03.013.
  • He, Q., Y. Duan, R. Wang, and Z. Fu. 2019. Factors affecting consumers’ purchase intention of eco‐friendly food in China: The evidence from respondents in Beijing. International Journal of Consumer Studies 43:457–70. doi: 10.1111/ijcs.12525.
  • Hemalatha, R., G. S. Toteja, and B. Bhargava. 2018. It’s time we turn our attention to quality of food as well. The Indian Journal of Medical Research 148 (5):469–71.
  • Hemmerling, S., D. Asioli, and A. Spiller. 2016. Core organic taste: Preferences for naturalness-related sensory attributes of organic food among European consumers. Journal of Food Products Marketing 22 (7):824–50.
  • Hirogaki, M. 2013. Estimating consumers’ willingness to pay for health food claims: A conjoint analysis. International Journal of Innovation, Management and Technology 4 (6):541–6. doi: 10.7763/IJIMT.2013.V4.458.
  • Homer, P. M., and L. R. Kahle. 1988. A structural equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology 54 (4):638.
  • Hsu, C.-L., C.-Y. Chang, and C. Yansritakul. 2017. Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity. Journal of Retailing and Consumer Services 34:145–52. doi: 10.1016/j.jretconser.2016.10.006.
  • International Monetary Fund. 2020. Global Prospects and Policies. Accessed on June 15, 2020. https://www.imf.org/en/Publications/WEO/Issues/2020/04/14/weo-april-2020/
  • Iqbal, M. 2015. Consumer behaviour of organic food: A developing country perspective. International Journal of Marketing and Business Communication 4 (4):58–67. doi: 10.21863/ijmbc/2015.4.4.024.
  • Isa, S. M., C. K. Lim, and P. N. Chin. 2017. Green purchase intention of laundry detergent powder in presence of eco-friendly brand. Global Business & Management Research 9 (4):128–43.
  • Ishaswini, Datta. S. K. 2011. Pro-environmental concern influencing green buying: A study on Indian consumers. International Journal of Business and Management 6 (6):124–33. doi: 10.5539/ijbm.v6n6p124.
  • Issa, I., and U. Hamm. 2017. Adoption of organic farming as an opportunity for Syrian farmers of fresh fruit and vegetables: An application of the theory of planned behaviour and structural equation modelling. Sustainability 9 (11):1–22. doi: 10.3390/su9112024.
  • Jairath, M., and P. Purohit. 2013. Food safety regulatory compliance in India: A challenge to enhance agri-business. Indian Journal of Agricultural Economics 68 (3):431–48.
  • Jaivik Bharat. 2017. Jaivik Bharat – Organic food from India - Unified logo for organic products. Accessed March 16, 2021. https://jaivikbharat.fssai.gov.in/
  • Jose, H., and V. Kuriakose. 2021. Emotional or logical: Reason for consumers to buy organic food products. British Food Journal 123 (12):3999–4016. doi: 10.1108/BFJ-10-2020-0916.
  • Jose, H., V. Kuriakose, and M. P. Koshy. 2020. What motivates Indian consumers’ to buy organic food in an emerging market? Asia-Pacific Journal of Business Administration 12 (2):97–113.
  • Joshi, Y., and Z. Rahman. 2015. Factors affecting green purchase behaviour and future research directions. International Strategic Management Review 3 (1-2):128–43. doi: 10.1016/j.ism.2015.04.001.
  • Juan-Nable, K. S. 2016. Intentions and behaviors of adolescents in purchasing green products. Journal of Asia Entrepreneurship and Sustainability 12 (1):194–252.
  • Jung, H. J., H. Kim, and K. W. Oh. 2016. Green leather for ethical consumers in China and Korea: Facilitating ethical consumption with value–belief–attitude logic. Journal of Business Ethics 135 (3):483–502. doi: 10.1007/s10551-014-2475-2.
  • Kaur, P., and R. Singh. 2007. Uncovering retail shopping motives of Indian youth. Young Consumers 8 (2):128–38.
  • Kaiser, F. G., P. W. Schultz, J. Berenguer, V. Corral-Verdugo, and G. Tankha. 2008. Extending planned environmentalism: Anticipated guilt and embarrassment across cultures. European Psychologist 13 (4):288–97.
  • Kim, H. Y., and J. E. Chung. 2011. Consumer purchase intention for organic personal care products. Journal of Consumer Marketing 28 (1):40–7. doi: 10.1108/07363761111101930.
  • Kim, Y., and S. M. Choi. 2005. Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Association for Consumer Research 32:592–9.
  • Kuhn, M., A. Prskawetz, S. Wrzaczek, and G. Feichtinger. 2007. Health, Survival and Consumption Over the Life Cycle: Individual Vs. Social Optimum. Rochester, NY: Social Science Electronic Publishing.
  • Kumar, B., A. K. Manrai, and L. A. Manrai. 2017. Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services 34:1–9. doi: 10.1016/j.jretconser.2016.09.004.
  • Kumar, S., and J. Ali. 2011. Analysing the factors affecting consumer awareness on organic foods in India. Paper presented at the 21st Annual IFAMA World Forum and Symposium on the Road to 2050: Sustainability as a Business Opportunity, Frankfurt, Germany.
  • Kushwah, S., A. Dhir, and M. Sagar. 2019a. Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns. Journal of Cleaner Production 236:117519. doi: 10.1016/j.jclepro.2019.06.350.
  • Kushwah, S., A. Dhir, and M. Sagar. 2019b. Understanding consumer resistance to the consumption of organic food. A study of ethical consumption, purchasing, and choice behaviour. Food Quality and Preference 77:1–14. doi: 10.1016/j.foodqual.2019.04.003.
  • Laroche, M., J. Bergeron, and G. Barbaro-Forleo. 2001. Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing 18 (6):503–20.
  • Lee, H., and Z. Yun. 2015. Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food Quality and Preference 39:259–67. doi: 10.1016/j.foodqual.2014.06.002.
  • Lee, K. 2008. Opportunities for green marketing: Young consumers. Marketing Intelligence & Planning 26 (6):573–86. doi: 10.1108/02634500810902839.
  • Liang, A. R.-D. 2014. Enthusiastically consuming organic food. Internet Research 24 (5):587–607. doi: 10.1108/IntR-03-2013-0050.
  • Lim, Y. J., A. Osman, S. N. Salahuddin, A. R. Romle, and S. Abdullah. 2016. Factors influencing online shopping behavior: The mediating role of purchase intention. Procedia Economics and Finance 35:401–10. doi: 10.1016/S2212-5671(16)00050-2.
  • Ling-Yee, L. 1997. Effect of collectivist orientation and ecological attitude on actual environmental commitment. Journal of International Consumer Marketing 9 (4):31–53. doi: 10.1300/J046v09n04_03.
  • Liu, C., and Y. Zheng. 2019. The predictors of consumer behavior in relation to organic food in the context of food safety incidents: Advancing hyper attention theory within an stimulus-organism-response model. Frontiers in Psychology 10(2512):1–13.
  • MacKenzie, S. B., and P. M. Podsakoff. 2012. Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of Retailing 88 (4):542–55.
  • Magnusson, M. K., A. Arvola, U.-K K. Hursti, L. Åberg, and P.-O. Sjödén. 2003. Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour. Appetite 40 (2):109–17. doi: 10.1016/S0195-6663(03)00002-3.
  • Maibach, E. 1993. Social marketing for the environment: Using information campaigns to promote environmental awareness and behavior change. Health Promotion International 8 (3):209–24. doi: 10.1093/heapro/8.3.209.
  • Maichum, K., S. Parichatnon, and K. C. Peng. 2016. Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability 8 (10):1077. doi: 10.3390/su8101077.
  • Malhotra, N., and S. Dash. 2019. Marketing research: An applied orientation. Noida, Uttar Pradesh: Pearson Education.
  • Manaktola, K., V. Jauhari, and V. Jauhari. 2007. Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management 19 (5):364–77. doi: 10.1108/09596110710757534.
  • Manohar, S. J., S. D. B. Devaru, and S. Arundathi. 2012. Consumer perception towards organic food products: An exploratory study in Bangalore using factor analysis. International Journal of Management Research and Reviews 2 (10):1733.
  • McEachern, M. G., and P. Mcclean. 2002. Organic purchasing motivations and attitudes: Are they ethical? International Journal of Consumer Studies 26 (2):85–92.
  • Ministry of Youth Affairs and Sports. 2011. Report of working group on adolescent and youth development. New Delhi. http://planningcommission.gov.in/aboutus/committee/wrkgrp12/hrd/wg_repadolscent.pdf
  • Mishal, A., R. Dubey, O. K. Gupta, and Z. Luo. 2017. Dynamics of environmental consciousness and green purchase behaviour: An empirical study. International Journal of Climate Change Strategies and Management 9 (5):682–706. doi: 10.1108/IJCCSM-11-2016-0168.
  • Mishra, A. 2010. Consumer decision-making styles and young-adult consumers: An Indian exploration. Işletme Araştırmaları Dergisi 2 (3):45–62.
  • Misra, R., and D. Singh. 2016. An analysis of factors affecting growth of organic food. British Food Journal 118 (9):2308–25.
  • Moisander, J. 2007. Motivational complexity of green consumerism. International Journal of Consumer Studies 31 (4):404–9. doi: 10.1111/j.1470-6431.2007.00586.x.
  • Molinillo, S., M. Vidal-Branco, and A. Japutra. 2020. Understanding the drivers of organic foods purchasing of millennials: Evidence from Brazil and Spain. Journal of Retailing and Consumer Services 52:101926.
  • Moon, M. A., M. D. Habib, and S. Attiq. 2015. Analysing the sustainable behavioral intentions: Role of norms, beliefs and values on behavioral intentions. Pakistan Journal of Commerce and Social Sciences 9 (2):524–39.
  • Narang, R. 2011. Examining the role of various psychographic characteristics in apparel store selection: A study on Indian youth. Young Consumers 12 (2):133–44. doi: 10.1108/17473611111141597.
  • Noonan, K. E., and L. Jane Coleman. 2013. Marketing to green communities: How to successfully reach the green consumer. Journal of Marketing Analytics 1 (1):18–31. doi: 10.1057/jma.2012.2.
  • Nuttavuthisit, K., and J. Thøgersen. 2015. The importance of consumer trust for the emergence of a market for green products: The case of organic food. Journal of Business Ethics 140 (2):323–37.
  • Nuttavuthisit, K., and J. Thøgersen. 2019. Developing-economy preferences for imported organic food products. Journal of International Consumer Marketing 31 (3):225–49.
  • O’Neill, J., K. Toyama, J. Chen, B. Tate, and A. Siddique. 2016. The increasing sophistication of mobile media sharing in lower-middle-class Bangalore. in Proceedings of the Eighth International Conference on Information and Communication Technologies and Development, Ann Arbor, USA. doi: 10.1145/2909609.2909656.
  • Osswald, N., and M. K. Menon. 2013. Organic food marketing in urban centres of India. Bangalore: International Competence Centre for Organic Agriculture.
  • Padel, S., and C. Foster. 2005. Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal 107 (8):606–25.
  • Pandey, S. K., A. K. Gupta, and D. P. Sharma. 2020. Perceived Risk Reduction Strategies for Organic Food Customers. Journal of Food Products Marketing 26 (5):344–57.
  • Park, H. S. 2000. Relationships among attitudes and subjective norms: Testing the theory of reasoned action across cultures. Communication Studies 51 (2):162–75. doi: 10.1080/10510970009388516.
  • Paul, J., A. Modi, and J. Patel. 2016. Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services 29:123–34. doi: 10.1016/j.jretconser.2015.11.006.
  • Paul, J., and J. Rana. 2012. Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing 29 (6):412–22.
  • Peštek, A., E. Agic, and M. Cinjarevic. 2018. Segmentation of organic food buyers: An emergent market perspective. British Food Journal 120 (2):269–89. doi: 10.1108/BFJ-04-2017-0215.
  • Pham, T. H., T. N. Nguyen, T. T. H. Phan, and N. T. Nguyen. 2019. Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy. Journal of Strategic Marketing 27 (6):540–56.
  • Pilelienė, L., and V. Tamulienė. 2021. Consumer attitudes and behavior towards organic products: Evidence from the Lithuanian market. Journal of Entrepreneurship, Management and Innovation 17 (1):269–99.
  • Podsakoff, P. M., S. B. MacKenzie, J. Y. Lee, and N. P. Podsakoff. 2003. Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology 88 (5):879.
  • Prakash, G., and P. Pathak. 2017. Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production 141:385–93. doi: 10.1016/j.jclepro.2016.09.116.
  • Prakash, G., P. K. Singh, and R. Yadav. 2018. Application of consumer style inventory (CSI) to predict young Indian consumer’s intention to purchase organic food products. Food Quality and Preference 68:90–7.
  • Rejikumar, G. 2016. Antecedents of green purchase behaviour: An examination of moderating role of green wash fear. Global Business Review 17 (2):332–50. doi: 10.1177/0972150915619812.
  • Roberts, J. A. 1996. Green consumers in the 1990s: Profile and implications for advertising. Journal of Business Research 36 (3):217–31. doi: 10.1016/0148-2963(95)00150-6.
  • Rogers, R. W. 1975. A protection motivation theory of fear appeals and attitude Change. The Journal of Psychology 91:93–114. doi: 10.1080/00223980.1975.9915803.
  • Sachdev, S. B., and H. V. Verma. 2004. Relative importance of service quality dimensions: A multisectoral study. Journal of Services Research 4 (1):94–116.
  • Sadiq, M., J. Paul, and K. Bharti. 2020. Dispositional traits and organic food consumption. Journal of Cleaner Production 266:121961.
  • Saunders, M., P. Lewis, and A. Thornhill. 2000. Research methods for business students (2nd ed.). New Delhi: Pearson Education India.
  • Seljåsen, R., H. L. Kristensen, U. Kretzschmar, I. Birlouez-Aragon, F. Paoletti, C. Lauridsen, … J. Kahl. 2015. How to understand the complexity of product quality and the challenges in differentiating between organically and conventionally grown products—exemplified by fresh and heat-processed carrots (daucus carota l.). Organic Agriculture 6 (1):31–47. doi: 10.1007/s13165-015-0112-8.
  • Shahriari, E., I. M. Torres, M. A. Zúñiga, and P. M. Yarlou. 2019. Values driving organic food purchase intention: A comparative analysis between a developing Eastern Country (Iran) and a developed Western Country (US). Journal of International Consumer Marketing 31 (4):317–29.
  • Sheng, G., F. Xie, S. Gong, and H. Pan. 2019. The role of cultural values in green purchasing intention: Empirical evidence from Chinese consumers. International Journal of Consumer Studies 43 (3):315–26.
  • Singh, A., and P. Verma. 2017. Factors influencing Indian consumers’ actual buying behaviour towards organic food products. Journal of Cleaner Production 167:473–83. doi: 10.1016/j.jclepro.2017.08.106.
  • Singh, N., and K. Gupta. 2013. Environmental attitude and ecological behaviour of Indian consumers. Social Responsibility Journal 9 (1):4–18.
  • Smith, S., and A. Paladino. 2009. Eating clean & green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal 18 (2):93–104.
  • Sondhi, N. 2014. Assessing the organic potential of urban Indian consumers. British Food Journal 116 (12):1864–78. doi: 10.1108/BFJ-04-2013-0098.
  • Sparks, P., C. A. Guthrie, and R. Shepherd. 1997. The dimensional structure of the perceived behavioral control construct. Journal of Applied Social Psychology 27 (5):418–38.
  • Sproles, G. B. 1985. From perfectionism to fadism: Measuring consumers’ decision-making styles. Proceedings, American Council on Consumer Interests, 31(2), 79–85.
  • Srivastava, M., K. Malik, and R. Kumar. 2016. Consumers’ readiness for green products and its effect on sustainable development. Amity Journal of Marketing 1 (1):93–104.
  • Subramanian, S., and G. D. Smith. 2006. Patterns, distribution, and determinants of under-and overnutrition: A population-based study of women in India. The American Journal of Clinical Nutrition 84 (3):633–40.
  • Suh, B. W., A. Eves, and M. Lumbers. 2015. Developing a model of organic food choice behavior. Social Behavior and Personality: An International Journal 43 (2):217–30. doi: 10.2224/sbp.2015.43.2.217.
  • Sultan, P., T. Tarafder, D. Pearson, and J. Henryks. 2020. Intention-behaviour gap and perceived behavioural control-behaviour gap in theory of planned behaviour: Moderating roles of communication, satisfaction and trust in organic food consumption. Food Quality and Preference 81:103838. doi: 10.1016/j.foodqual.2019.103838.
  • Tabachnick, B. G., and L. S. Fidell. 2014. Using multivariate statistics. New York: Pearson Education.
  • Tandon, A., A. Dhir, P. Kaur, S. Kushwah, and J. Salo. 2020. Behavioral reasoning perspectives on organic food purchase. Appetite 15 (104786):1–12.
  • Tanksale, D., N. Neelam, and R. Venkatachalam. 2014. Consumer decision making styles of young adult consumers in India. Procedia – Social and Behavioral Sciences 133, 211–8.
  • Taylor, S., and P. Todd. 1995. Decomposition and crossover effects in the theory of planned behavior: A study of consumer adoption intentions. International Journal of Research in Marketing 12 (2):137–55.
  • Teng, C. C., and Y. M. Wang. 2015. Decisional factors driving organic food consumption. British Food Journal 117 (3):1066–81. doi: 10.1108/BFJ-12-2013-0361.
  • Thøgersen, J. 2009. Consumer decision-making with regard to organic food products. In. Traditional Food Production and Rural Sustainable Development: A European Challenge, ed. T. D. N. Vaz, P. Nijkamp, and J. L. Rastoin, Farnham: Ashgate Publishing Ltd. 173–94.
  • UNDP. 2018. Human development indices and indicators. New York: United Nation Development Programme.
  • Varah, F., M. Mahongnao, B. Pani, and S. Khamrang. 2020. Exploring young consumers’ intention toward green products: Applying an extended theory of planned behavior. Environment, Development and Sustainability 23 (6):9181–95.
  • Velnampy, T., and S. Achchuthan. 2016. Green consumerism in Sri lankan perspective: An application and extension of theory of planned behavior. Advances in Management & Applied Economics 6 (5):39–66.
  • Verma, V. K., and B. Chandra. 2018. An application of theory of planned behavior to predict young Indian consumers’ green hotel visit intention. Journal of Cleaner Production 172:1152–62.
  • Vermeir, I., and W. Verbeke. 2006. Sustainable food consumption: Exploring the consumer “attitude – behavioral intention” gap. Journal of Agricultural and Environmental Ethics 19 (2):169–94. doi: 10.1007/s10806-005-5485-3.
  • Vermeir, I., and W. Verbeke. 2008. Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics 64 (3):542–53.
  • Vindigni, G., M. A. Janssen, and W. Jager. 2002. Organic food consumption. British Food Journal 104 (8):624–42. doi: 10.1108/00070700210425949.
  • von Alvensleben, R. 1998. Ecological aspects of food demand: The case of organic food in Germany. AIRCAT 4th Plenary Meeting: Health, Ecological and Safety Aspects in Food Choice, 4 (1):68–79.
  • Wang, C. L., D. Li, B. R. Barnes, and J. Ahn. 2012. Country image, product image and consumer purchase intention: Evidence from an emerging economy. International Business Review 21 (6):1041–51. doi: 10.1016/j.ibusrev.2011.11.010.
  • Wang, X., F. Pacho, J. Liu, and R. Kajungiro. 2019. Factors influencing organic food purchase intention in developing countries and the moderating role of knowledge. Sustainability 11 (209):1–18.
  • Wee, C. S., M. S. B. M. Ariff, N. Zakuan, M. N. M. Tajudin, K. Ismail, and N. Ishak. 2014. Consumers perception, purchase intention and actual purchase behavior of organic food products. Review of Integrative Business and Economics Research 3 (2):378.
  • Willer, H., and J. Lernoud. 2018. The world of organic agriculture. Statistics and emerging trends. https://shop.fibl.org/CHen/mwdownloads/download/link/id/1093/?ref=1
  • Wong, S., and M. Aini. 2017. Factors influencing purchase intention of organic meat among consumers in Klang Valley, Malaysia. International Food Research Journal 24 (2):767–78.
  • Wu, R., Y. Geng, and W. Liu. 2017. Trends of natural resource footprints in the bric (Brazil, Russia, India and China) countries. Journal of Cleaner Production 142:775–82. doi: 10.1016/j.jclepro.2016.03.130.
  • Yadav, R. 2016. Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation. Journal of Retailing and Consumer Services 33:92–7. doi: 10.1016/j.jretconser.2016.08.008.
  • Yadav, R., and G. Pathak. 2016a. Intention to purchase organic food among young consumers: Evidences from a developing nation. Appetite 96:122–8. https://www.ncbi.nlm.nih.gov/pubmed/26386300. doi: 10.1016/j.appet.2015.09.017.
  • Yadav, R., and G. S. Pathak. 2016b. Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production 135:732–9. doi: 10.1016/j.jclepro.2016.06.120.
  • Yin, S., L. Wu, L. Du, and M. Chen. 2010. Consumers’ purchase intention of organic food in China. Journal of the Science of Food and Agriculture 90 (8):1361–7.
  • Żakowska‐Biemans, S., and S. Renko. 2011. Polish consumer food choices and beliefs about organic food. British Food Journal 113 (1):122–37. doi: 10.1108/00070701111097385.
  • Zikmund, W. G. 2000. Business research methods (6th ed.). Orlando, USA: The Dryden Press, Harcourt Publishers.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.