Examining the nexus between consumers' intention and buying behaviour towards organic food: role of motivation opportunity ability theory

Purpose The purpose of this study is to investigate the various motivational factor behind the consumer's intention to buy organic food. It also examines how their intention affects actual buying behaviour towards organic food. The motivation, opportunity and ability theory served as the conceptual underpinning for the theoretical framework of this paper. Design/methodology/approach The empirical study was based on responses from a survey completed by 284 individuals. A PLS based structural equation modelling method was used to analyse the collected data. Findings Results revealed that among all motivational factors, knowledge of organic food and health consciousness strongly and positively affects consumer's intention to buy organic food. Further, organic food availability as a consumers' opportunity and their ability in terms of willingness to pay for organic products followed by intention to buy organic food, significantly and positively affect actual buying behaviour. Practical implications The findings have implications for organic food producers, distributors, and market regulators. The study's concepts and recommendations may assist organic food retailers and marketers in increasing sales and satisfying customers. This research should help to fill the gap in knowledge about organic food in India and encourage healthier and sustainable consumption practices. Originality/value The organic food market has not been extensively studied, and the studies that have been done have mostly been limited to the developed nations. Also, motivation, opportunity, and ability theory has been utilised in this study in the context of a developing country like India.