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PurposeThe main objective of this study is to understand the behavior of ecological consumers and their intention to purchase organic food. The study aims to determine the factors influencing consumer behavior towards organic food.Design/methodology/approachThe method used for the data collection was a face‐to‐face interview, using a structured questionnaire, with closed‐ended questions. In total, 463 respondents participated in the survey. It was decided to use various multivariate analyses like multiple regressions, factor analysis and cluster analysis with large sample size.FindingsThe results indicate that health, availability and education from demographic factors positively influence the consumer's attitude towards buying organic food. Overall satisfaction of consumers for organic food is more than inorganic food but the satisfaction level varies due to different factors.Practical implicationsThis study suggests that retailers can develop effective marketing program and strategies to influence consumers positively. They can emphasize the health benefits and quality of organic food. They can make these products easily available to attract consumers to buy organic food.Originality/valueThis study provides valuable insight into consumer behavior regarding organic food by examining the factors that influence consumers' intention to purchase organic food, within the Indian context. The lessons can also be replicated in other countries for marketing organic foods.

There are many empirically determined influential factors known to control the organic food purchase behaviour. Of these known factors‐ health, product quality and concern for natural environmental degradation are seen as the major motives behind the organic food purchase. We, therefore, attempted to investigate the most prominent reason(s) for buying organic food, using the meta‐analyses of studies published during the last 25 years as our basis for conviction. Multilevel meta‐analyses was applied to the studies in review, in order to find the major reason(s) for the purchase of organic grocery, milk, fruits and vegetables. Although the three motivational factors mentioned above have been echoed throughout the history of organic food purchase research, the health factor has always topped the priority chart. The study in its overall empirical scale contributes to managerial implications and sets an agenda for future research.

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With the rising challenges related to social, economic, and climatic factors, the focus toward adoption of sustainable products is rising. Increasing focus on sustainable products, has influenced the consumer shopping behavior toward greener products. The consumers’ participation showntoward sustainable products is what defines their behavior toward its purchase. Understanding of sustainable consumption in emerging markets is still unexplored which calls for further research. A structured questionnaire was used to collect data from the millennials who belong to the working population of India and have awareness regarding sustainable products and its impact on the environment. The results show that there is a direct relationship between environment self-identity (ESI) and the intention to purchase a sustainable product (PI). Psychological ownership (PO) also plays a role of a partial mediator for the relationship between SI and PI. Environment Concern (EC) and social influence (Soc) are critical factors; their relationship also matters to comprehend the results concretely