Exploring The Mediating Impact on Purchase Intentions for Organic Food Products

The purpose of this study is to understand the factors that influence consumers' purchasing behaviour towards organic food products which include eco-labelling, concerns for the environment, and perceived health benefits.Guided by the Theory of Planned Behaviour (TPB), the study focuses on how these factors impact on purchase intentions with knowledge of the consumer considered as the mediator.A sample of 300 urban consumers from metropolitan cities in central India was interviewed through a Descriptive Crosssectional survey by random sampling.Data was collected using structured questionnaires and analysis was performed using SPSS and Process Macro tools.Analysed data included demographic characteristics, descriptive statistics including representations, personas correlational, multiple regression, and mediation models to determine the nature of the relationships between the variables.The results measure the reliability of the measurement scales employed and note that purchasers tend to hold positive opinions towards organic products most regarding the attributes of health.Among all the social and health issues, health benefits, and consumer knowledge were pinpointed as having a striking effect on the purchase intention.Consumer knowledge was shown to logically mediate the associations among eco-labelling, environmental consciousness, health benefits, and purchase intention utilizing other variables as limits on the variables The findings highlight the need for the development of focused educational programs and for eco-labelling strategies to be effectively applied, so that a trust of the consumers is built, and their consumption behaviours are environmentally sustainable.The ways in which marketing approaches and public policies can be affected for the better are also considered.