Title: Consumer knowledge, environmental concerns and subjective norms as predictors of consumer attitude and purchase intention: a study of organic food

Authors: Shilpa Bhakar; Sher Singh Bhakar; Shailja Bhakar

Addresses: Management Department, ITM University, NH-44, Bypass Turari, Jhansi Road, Gwalior (M.P.), 475001, India ' Management Department, ITM University, NH-44, Bypass Turari, Jhansi Road, Gwalior (M.P.), 475001, India ' Management Department, ITM Group of Institution, Nh-75, Opp. Sithouli Railway Station, Sithouli, Gwalior (M.P.), 475001, India

Abstract: The paper evaluates the effect of customer knowledge (CK), environmental concerns (ECs) and subjective norms (SNs) on customer attitude (CA) and purchase intention (PI). The primary data was collected from organic food consumers. The relationship between CK, ECs, SNs as independent variables (IVs) and CA and PI as dependent variables (DVs) was tested using structural equation modelling method. The, CK (the knowledge customers have about brand), ECs of the consumers and SNs prevailing in the society significantly affect CA towards organic food brands. The variables CK and ECs do not contribute significantly to PI, whereas, SNs and CA effect PI significantly. CA mediates the relationships between CK - PI and EC - PI fully and the relationship between SN and PI partially. The current study has contributed significantly in understanding the process of developing CA towards organic food products (OFP) and the way CA can be leveraged to improve PI for OFP.

Keywords: consumer knowledge; subjective norms; environmental concerns; consumer attitude; purchase intention; organic food; structural equation modelling; mediation.

DOI: 10.1504/IJTGM.2023.130739

International Journal of Trade and Global Markets, 2023 Vol.17 No.2, pp.133 - 150

Received: 26 Feb 2020
Accepted: 21 Dec 2020
Published online: 04 May 2023 *

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