Drivers of Organic Food Purchase Intentions: Insights from the Indian Market

Objective: This study aims to understand what drives people in India to purchase organic food, focusing on factors like health benefits, social influences, and practical value. It seeks to uncover how these elements shape consumer intentions and behavior. Theoretical Framework: The research is guided by theories of consumer behavior, especially the Theory of Planned Behavior (TPB), which examines how attitudes, societal expectations, and perceived control influence decisions. Key concepts like health awareness, social pressure, and product value form the foundation for this exploration. Method: A survey-based quantitative approach was used to collect data from Indian consumers with varying levels of familiarity with organic food. Participants responded to a structured questionnaire, which was validated for consistency (Cronbach’s Alpha = 0.912). The data were analyzed using reliability tests, descriptive statistics, and correlation studies. Results and Discussion: The findings show that health benefits and social norms strongly influence organic food purchase intentions. Consumers generally view organic food as high-quality and good for health, but opinions on its safety and social status are mixed. Limited availability and convenience emerged as key challenges. These insights are examined in light of existing theories, along with the study’s limitations. Research Implications: This study offers valuable guidance for policymakers, retailers, and producers to boost organic food adoption by improving accessibility, emphasizing health benefits, and leveraging social influence through marketing. Originality/Value: Focusing on the Indian market, this research sheds new light on consumer motivations in an emerging economy, providing actionable strategies to promote organic food consumption.