Title: Exploring repeat purchase behaviour for organic food: evidence from an extended TPB framework

Authors: Anju Yadav; Sunil Kumar

Addresses: Faculty of Commerce and Management, SGT University, Gurugram, Haryana, India ' Faculty of Commerce and Management, SGT University, Gurugram, Haryana, India

Abstract: The growing awareness of environmental sustainability and health consciousness has significantly increased the demand for organic food, particularly among younger consumers. This study investigates the determinants of repeat purchase behaviour toward organic food by extending the theory of planned behaviour. Data were collected through a structured survey from 446 consumers in Delhi NCR who had purchased organic food within the previous three months. The relationships among extended TPB constructs were analysed using PLS-SEM. The results indicate that subjective norms and environmental concern exert a stronger and more significant influence on purchase intention than other TPB variables. Purchase intention is found to be a key predictor of actual buying behaviour, which subsequently drives repeat purchase behaviour. The study highlights the growing importance of social influence and ecological values in sustaining organic food consumption. It extends TPB by incorporating environmental concern and offers managerial insights for promoting long-term organic food consumption and consumer loyalty.

Keywords: theory of planned behaviour; TPB; organic food products; sustainability; environmental concern; repeat purchase behaviour.

DOI: 10.1504/IJAITG.2026.155353

International Journal of Agriculture Innovation, Technology and Globalisation, 2026 Vol.5 No.3, pp.245 - 262

Received: 22 Aug 2025
Accepted: 06 Feb 2026
Published online: 30 Jul 2026 *

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