Factors influencing consumers' decision to buy organic food through e-commerce platforms: an empirical study

Purpose Consumers are increasingly purchasing organic food via e-commerce platforms. However, limited research has explored factors driving this behavioural shift. This study aims to address this gap by examining how push (limited local availability), pull (wide selection, transparency), and mooring factors (brand familiarity, price fairness) influence repurchase intentions for organic food in an emerging economy. Design/methodology/approach Drawing on the Push-Pull-Mooring (PPM) framework, this study surveyed 473 organic food consumers in India. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Findings The results show that limited local availability and time constraints (push factors), combined with a wide selection and transparency (pull factors), significantly influence consumers' intentions to switch to online platforms. Furthermore, brand familiarity positively moderates the relationship between switching intention and repurchase intention, whereas price fairness does not. Research limitations/implications This study extends the Push-Pull-Mooring (PPM) framework to the context of organic food e-commerce by identifying how wide selection, transparency, time constraints, and limited availability shape switching and repurchase intentions. Originality/value This study applies the PPM framework to organic food e-commerce, offering new theoretical and managerial insights into channel-switching behaviour in the context of sustainable food consumption in a developing economy.