The organic mindset: decoding the drivers of young Indian consumer’s purchase intentions

Purpose The purpose of the present study is to explore the factors affecting young consumers’ purchase intention towards organic food products (OFPs) and gain a comprehensive understanding of the various factors that influence how consumers perceive and respond to organic food. Therefore, this study frames and validates the measurement scale to examine the factors that may impact purchase intention among young consumers in India. Design/methodology/approach In order to frame and validate the measurement scale for this investigation, sophisticated statistical procedures such as exploratory factor analysis, confirmatory factor analysis and other statistical measures utilizing SPSS v.26 and AMOS v.24 were used. This study utilized 307 samples to investigate. Findings The main findings of the study show that Indian consumers' intent to buy organic food items is strongly associated with factors such as “warm glow”, “cultural values”, “environmental cognition”, “natural experience”, “food safety concern”, “self-identity” and “environmental ethics”. These factors explained 69.14% of the overall variance in research variables. Practical implications The present offers a novel measurement mechanism for exploring the green consumer behaviour. By applying it in real-world settings, marketers will gain insights and develop more effective, targeted strategies to promote OFPs among young Indian consumers. Originality/value The study brings together a diverse set of antecedents that have not been collectively analysed in the context of consumer purchase intention for OFPs. The emphasis on environmental ethics, green self-identity and related constructs aligns with the growing global emphasis on sustainability.