A Critical Review on Factors Influencing Consumer Attitude and Purchase Intention for Organic Food in India

Abstract

Over the past few years, there has been a notable surge in the interest in creating and consuming environmentally sustainable food. This trend has led to the widespread growth of the global market for organic products. Organically produced food is often perceived as a healthier alternative, as it is grown without synthetic chemicals and pesticides. The present study offers a systematic literature review on factors affecting the purchase intention of consumers towards organic food products (OFPs) in India. The findings indicate that the Theory of Planned Behaviour is prevalent in most articles and structural equation modelling is the predominant technique used for data analysis. The research identified various variables, namely environmental awareness, environmental concern, food safety concern, green self-identity, trust, subjective norm, health consciousness, warm glow, self-expressive benefits and eco-labels that influence purchase intention towards OFPs. Based on these findings, the study offers a conceptual framework. Managers may organise campaigns to enhance attitudes, social influence and trust, while emphasising safety, health benefits and eco-labels to align with consumer values. Educating consumers on environmental concerns and promoting emotional satisfaction can drive organic food product purchases.

Keywords: Attitude, Organic Food Products, Purchase Intention, Theory of Planned Behaviour

View PDF