The organic odyssey: Navigating the influence of attitude on purchase intent, mediated by perceived value, quality, and price in India

The purpose of this study is to investigate the relationship between attitude and purchase intention in the context of Indian organic food products. Specifically, the study aims to examine the mediating role of perceived value, perceived quality, and perceived price in this relationship. Study design/methodology/approach: The study design utilized a quantitative approach. Data were collected randomly from 308 respondents residing in cosmopolitan cities of India. A self-administered structured questionnaire was used to collect data. The study utilized the Process Macro (Model 6) for serial mediation analysis, assessing the sequential role of perceived value, perceived quality, and perceived price in mediating the relationship. The study found a significant relationship between attitude and purchase intention in the context of Indian organic food products. Perceived price and quality were identified as important mediators in this relationship. Originality/Value: This study contributes to the existing literature by examining the mediating role of perceived value, perceived quality, and perceived price in the relationship between attitude and purchase intention for Indian organic food products. It provides a clear roadmap for practitioners in designing effective marketing strategies by emphasizing the importance of perceived price and perceived quality.