Ecological and health-related issues have given rise to scholars and investigators' concerns in exploring the determinantal effects of organic food. But little attention has paid to the actual buying behaviour regarding organic foods; especially in developing economies such as Pakistan. Therefore, this study aims to analyze the actual consumer's purchasing behaviour about organic food. A theoretical framework based on green perceived value was developed to observe the study's objectives that determine the consumers' buying behaviour and intention. The moderating effects of food neophobia was also analyzed. Structural Equation Modeling (SEM) approach is used for analysis, and data collection was made from millennial, which is considered the most significant consumer part in Pakistan. Answers of 1324 university students indicate that all values, i.e., social (0.101), functional (0.314), conditional (0.228), and emotional (0.521) has a significant and positive impact on buying intent of users. Furthermore, consumers' intention to buy organic produce (0.282) is positively linked with buying behaviour, and food neophobia (0.091) also moderates positively between intention to purchase and organic food consumption. Moreover, the current study offers valuable insights to manufacturers, researchers, and advertisers of natural food. The study concluded the suggestions for future studies, and the limitations of the study are also stated.

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The present study aimed to identify the elements of the Theory of Planned Behaviour along with health consciousness and determine the role of knowledge as a moderating variable in Pakistan and Malaysia. Three hundred and forty-one observations from Pakistan and 280 observations from Malaysia were acquired through questionnaire; while, confirmatory factor analysis and structural equation modelling was applied for the analysis. The magnitude of the results varied across both countries; however, attitude, subjective norms and health consciousness, as well as their interaction terms, were significant predictors, whereas, perceived behavioural control and its knowledge interaction terms had insignificant impacts on the purchase intentions of consumers for both countries. This research will help to further understand about consumer perception in the purchase of organic food items, which will assist retailers, advertisers and manufacturers in developing strategies for such products.

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