What Motivates Young Indian Consumers to Buy Organic Food?

Matharu, Gurmeet Kaur; Heidt, Tania von der; Sorwar, Golam; Achchuthan, Sivapalan

doi:10.1080/08961530.2021.2000919

Cited by 17 publications

(27 citation statements)

References 115 publications

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“…According to the results, the relationships between subjective norms and purchase intention (H2) are not significant, a different result from previous studies (Matharu et al ., 2021; Teixeira et al ., 2021). A possible explanation may be that there is a total mediation effect of environmental knowledge and health consciousness in the relationship between subjective norms and purchase intention (Kim and Choi, 2005; Kumar et al ., 2022; Smith and Paladino, 2010).…”

Section: Resultscontrasting

confidence: 98%

“…In the case of buying organic food, Nguyen et al (2019) state that attitudes are one of the most potent precursors of purchase intentions and can strongly affect actual consumption or purchase behaviour towards organic foods. Therefore, a positive attitude towards the purchase of organic food is a good opening for the motivation to consume this class of products (Matharu et al, 2021) and, with this, the first research hypothesis emerges.…”

Section: Literature Review 21 Tpb and Its Relation To Organic Product...mentioning

confidence: 98%

“…It incorporates some of the significant concepts of the social and behavioural sciences to predict and understand particular behaviours in specific contexts (Ajzen, 1991). The intention indicates how hard an individual is willing to try, strive and plan to perform a specific behaviour, capturing factors that influence the behaviour (Ajzen, 1991; Matharu et al ., 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Consequently, the TPB has been a practical framework for predicting purchase intentions for organic foods in various contexts (de Toni et al ., 2018; Nguyen et al ., 2019; Tarkiainen and Sundqvist, 2005; Yazdanpanah and Forouzani, 2015; Zayed et al ., 2022). The theory denotes that the individual's behaviour can be favourable or unfavourable to the performance of such behaviour (Matharu et al ., 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…For Ajzen (1991), subjective norms relate to perceived social pressures to perform or not a particular behaviour. In other words, the subjective norm is the influence the individual receives from the people who are important to him (Cavite et al ., 2022; Fielding et al ., 2008; Matharu et al ., 2021). Thus, subjective norms shape consumer behaviour based on elements agreed in community customs or traditional views (Cahyasita et al ., 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

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Green food purchasing behaviour: a multi-method approach of Generation Y in a developing country

Synodinos

Moraes

Prado

2023

BFJ

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PurposeThis research aimed to analyse the antecedents of green food purchasing behaviour amongst Generation Y consumers in a developing country. More specifically, the authors investigated the influence of attitudes towards organic food, subjective norms, perceived behaviour control, environmental knowledge, health awareness and organic food knowledge on the purchase intention of organic food and, consequently, organic food purchase behaviour.Design/methodology/approachA multi-method approach combined symmetric techniques with partial least squares structural equation modelling (PLS-SEM) and asymmetric techniques with fuzzy-set qualitative comparative analysis (fsQCA). The primary data sample was collected by a specialist company and included 500 Generation Y consumers from South Africa.FindingsPLS-SEM results confirmed the positive influence of all antecedents, confirming the hypotheses. The authors also identified a multiple full mediation of environmental knowledge and health consciousness in the relationship between subjective norms and purchase intention. The fsQCA results indicated six different sufficient configurations for a high level of purchase intention, indicating that only some of the constructs are essential to stimulate the intention.Originality/valueThe originality of the research lies in presenting a new perspective on the sustainable consumption behaviour of Generation Y in a developing country, with a combination of techniques that provide greater robustness to the results. Specifically, the authors contribute to the debate on consumer behaviour and sustainability issues by understanding the dynamics between the factors that drive the purchase behaviour of green products. The article also contributes empirical results that help achieve Sustainable Development Goals (SDGs).

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