Exploring the role of consumers' intention in sustainable agriculture through organic foods

The study focuses on identifying determinants of purchase intention for organic foods using decomposed TPB. Consumers' attitude, subjective norms, and perceived behavioural control have been extended, and finally mutual relationship of all the variables with behavioural intention was discovered in the presence of desire as a mediator. An empirical investigation of 350 responses was carried out by applying CFA and SEM using Smart-PLS 4. After confirming the survey's reliability, the items were finalised, and the survey's instruments were validated through pilot testing. The result shows that perceived usefulness and perceived satisfaction leads to attitude. It is also proven that interpersonal influence like family and friends have less impact on subjective norms than external ones like the media. The finding shows that 'desire' partially mediates attitude to behavioural intention and fully mediates subjective norms to behavioural intention but does not mediate perceived behavioural control to behavioural intention.