Examining consumers attitude and willingness to purchase organic products: Empirical evidence from emerging market

Consumers are increasingly interested in organic products. This study explores the correlation between consumer organic awareness (COA), environmental attitude (EA), health consciousness (HC), perceived expensiveness (PE), willingness to pay (WTP), attitude (ATT), organic purchase intention (OPI), and organic purchase behavior (OPB) towards organic food. The study examines how ATT and OPI mediate the association between the aforementioned factors and OPB. Data was acquired from 505 respondents by convenience sampling. This study employs Structure Equation Modeling (SEM) using SPSS AMOS 26 to investigate the hypotheses of the suggested conceptual model. The study indicated that variables like COA, EA, HC, WTP, ATT, and OPI have a substantial impact on the OPB. EC is the most significant predictor of ATT, OPI, and OPB in organic food buying, while PE had the least influence. The antecedents COA, EA, HC, and WTP have a strong indirect impact on OPB among respondents via ATT and OPI. Finally, theoretical and practical ramifications are explored.