What determines consumers’ behavioral intention toward buying organic milk in developing country?

Purpose This study aims to examine the antecedents of consumers’ behavioral intention (CBI) toward buying organic milk in a developing economy, i.e. India, based on the theory of planned behavior (TPB) as a theoretical research framework. Also, the United Nations Sustainable Development Goals (SDGs) 2030 focused on ensuring good health and well-being by accomplishing SDG-3. Design/methodology/approach Applying the purposive sampling technique, the data was collected from the consumers who visited retail shops and supermarket stores that sell organic products located in Delhi and Gurugram, India. Variance-based structural equation modeling (VB-SEM) has been used to assess the study’s hypotheses. Findings The study’s findings revealed that health benefits were found to be the most influential determinant of forming consumers’ attitude toward buying organic milk, followed by organic labeling, functional value quality (FVQ) and trust. Remarkably, findings revealed that consumers’ attitude is the foremost important factor for predicting their behavioral intention toward buying organic milk compared to subjective norms (SNM) and perceived behavioral control (PBC). Also, results show that attitude partially mediates the relationship between FVQ and CBI, as well as health benefits and CBI, while fully mediates the relationship between organic labeling and CBI, as well as trust and CBI toward buying organic milk. Originality/value To the best of the authors’ knowledge, this is the first study ever that examines consumers’ attitude and behavioral intentions toward buying organic milk by applying the inclusive theoretical framework of independent constructs, i.e. FVQ, organic labeling, health benefits and trust with TPB. Also, this study provides important managerial implications to producers and marketers of organic milk to devise consumer-driven, effective strategies to increase organic milk sales and business performance by enhancing consumers’ positive attitude and behavioral intention.