PurposeThe current study aims to investigate the impact of various types of motivational factors on consumers' behavior regarding the purchase and consumption of organic food. A favorable attitude among consumers may translate into positive purchase intention and actual buying behavior. For this, variables have been extracted from well-established theories, i.e. self-determination theory (SDT) and theory of planned behavior (TPB), to address the issue more proficiently.Design/methodology/approachA self Administered close-ended questionnaire was distributed to twelve hundred and sixty-five consumers using purposive sampling technique. Seven hundred and eighty-seven responses were retained after preliminary analysis. Partial least squares structural equation modeling (PLS-SEM) was applied using SmartPLS 3 to analyze validity and reliability. Furthermore, 5,000 boot-strapping method was used to test hypotheses.FindingsThe findings of the study suggested that two of the SDT variables [external regulations (ER) and integrated regulation (IR)] lead to a significant impact on “consumers” attitudes, while the effects of intrinsic motivation (IM) and introjected regulation (INR) appeared to be insignificant. All the variables extracted from TPB (attitude, subjective norm, perceived behavioral control, purchase intention, and buying behavior) appeared to have a significant impact, while the trust was found to moderate the relationship between attitude (ATT) and purchase intention (PI). Moreover, the values of Q-square depicted that the combined model had more predictive relevance (BB = 0.153; PI = 0.211), as compared to the TPB model (BB = 0.147; PI = 0.186).Originality/valueMarketers can make use of the study's findings to develop marketing strategies by considering particularly extrinsic motivational influences. Hence, advertising could be used to emphasize extrinsic benefits such as increasing individual self-esteem through social status (positive consequences) and appealing to consumers' desire for communal or societal approval. Such campaigns should also consider external regulatory factors, such as the fear of having hazardous effects on the individual's health due to the use of inorganic and processed food. Furthermore, policymakers can develop a sense of trust in the legitimacy of organic labeling by educating consumers about various organic certifications.

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The study aims to utilize the extended model of the theory of planned behavior (TPB), to test the impact on organic food consumption in Pakistan. Despite having an increased awareness about the benefits of organic food, the translation of favorable attitude and positive purchase intention into actual buying behavior remains quite low. A final sample of 778 was taken from Karachi through an online medium by using the purposive sampling technique. The data was analyzed by implementing the partial least squares structural equation modeling (PLS-SEM) technique through SmartPLS software. Findings of the study suggested that all the variables of TPB had a significant positive relationship, whereas the additional variables, including food safety concern, health consciousness, and environmental concern, also had a significant impact on consumers’ attitudes towards organic food. However, the moderating effect of trust between attitude-purchase intention as well as price consciousness between purchase intention-buying behavior relationship appeared to be insignificant. Thus, marketers can utilize the findings of the study to create appealing promotional messages by highlighting the benefits of organic food related to environmental sustainability, food safety as well as on consumers’ well-being. Further, government and policymakers can take actions to create awareness about the organic food consumption among locals to promulgate its usage in Pakistan. Keywords: Organic food, theory of planned behavior, trust, price consciousness.