The Influence of Sustainable Attitudes and Value-Driven Norms on Consumer Purchase Intentions

This study investigates the influence of consumption-related values and environmental attitudes on consumers’ intention to purchase organic food in the Trichy region. Employing a quantitative survey approach, data were collected from 282 participants familiar with organic products through convenience sampling. The survey measured various factors, including aesthetic preferences, brand perceptions, and environmental concerns, using a five-point Likert scale. Descriptive statistics revealed strong preferences for product design, uniqueness, and social recognition, alongside significant awareness of environmental responsibility. Multiple regression analyses demonstrated that utilitarian values, particularly product utility and safety, along with environmental attitudes such as climate change concern and forest preservation, significantly shape positive consumer attitudes and purchase intentions toward organic food. The findings underscore the balanced role of emotional, social, functional, and ecological considerations in sustainable consumer behaviour. Ethical protocols were observed throughout data collection to ensure participant confidentiality and research integrity. This research contributes valuable insights for marketers and policymakers aiming to promote organic food consumption through targeted strategies that address both value-driven and environmental motivations.