The Impact of Theory of Planned Behaviour on Consumer Behaviour: The Moderating Role of Brand Trust in Relation to Branded Ayurvedic Products

The ancient Indian system of medicine, Ayurveda, has seen a fabulous revival as more people turn to holistic and natural approaches to health. The market size of ayurvedic product in India was ₹626 billion in 2022, and forecast to grow at a CAGR of 19.3% and reach ₹1,824 billion by 2028. This study attempts to investigate how the Theory of Planned Behaviour influences consumers’ purchase intentions and also examine the moderating role of brand trust in connecting purchase intention to actual buying behaviour. Based on a sample of 400 respondents, data was collected and subsequently analysed through Structural Equation Modelling. The findings reveal that two of the three factors namely attitude and subjective norms does not have any effect on purchase intention. Perceived behavioural control, on the other hand, has a significant influence on purchase intention. Further, purchase intention affects consumer behaviour positively. Brand trust, in turn, strengthens this moderating impact on the consumer behaviour.