Title: Does organic food consumption matter to young consumers? A study on young consumers of India

Authors: Gyan Prakash

Addresses: Department of Humanities and Management, Dr. B.R. Ambedkar National Institute of Technology, Punjab, 144011, India

Abstract: After independence Indian lifestyle has gone through numerous changes. Indian consumers are welcoming different food options with not only ease in preparation also in the purchase. However, still, food researchers are analysing the factors affecting and helping the consumer in choosing organic food products. To understand this current research was conducted on the young consumers of India. Data of 288 students were analysed with the help of structural equation modelling (SEM). The present study found that among all factors, health concern is highly affecting the purchase intention of young consumers. Other factors as environmental concern, attitude, subjective norms, perceived behavioural control and willingness to pay (WTP) premium also significantly affect the purchase intention of young consumers. As per the managerial implication concern, the present paper can help managers in promoting organic and environmentally safe foods. This paper will help the managers in the reduction of ecological footprints.

Keywords: organic food products; purchase intention; TPB; theory of planned behaviour; Indian consumers.

DOI: 10.1504/IJEBR.2021.10035727

International Journal of Economics and Business Research, 2021 Vol.22 No.2/3, pp.174 - 186

Received: 11 Feb 2020
Accepted: 20 May 2020

Published online: 20 Jul 2021 *

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