Examining the Antecedents of Behavioral Intention toward Organic Food in India

Consumers are increasingly concerned about their health and food behavior. As awareness of organic food is increasing, there is an opportunity for marketers to enhance trust specific to organic food. This article assesses trust as it applies to the organic foods market. Using a survey designed for the evaluation, a seemingly causal relationship was found. Specifically, results reveal that labeling and availability significantly influence the level of trust in organic food. Moreover, health consciousness and environmental concern were found to have a positive influence on the attitude of consumers toward organic food. Additionally, the impact of trust on purchase intention is positively and significantly mediated by attitude toward organic food. The antecedents of trust and attitude in the formation of intention to purchase and actual buying behavior related to organic foods are the original contribution of the present study to the literature of organic food in India.