Examining the role of health consciousness, environmental awareness and intention on purchase of organic food: A moderated model of attitude

The global inclination toward organic and chemical-free products is increasing. It is mainly due to the growing demand for healthier food, environmental awareness and consideration for the consequences of environmental deterioration. Recently, researchers are increasingly investigating various facets related to the consumption of organic food as the interest in sustainable foods and healthy lifestyles has increased tremendously. This research work attempts to review the effect of determinants like health consciousness as well as environmental awareness amongst the consumers on their purchase intention of organic food, which subsequently results in the actual purchase. As studies have posited that attitude enhances purchase intention and hence, its moderating effect on the proposed relationships was examined. Present research establishes the proposed relationships using structural equation modelling including the interaction effect. In this direction, an attempt has been made to develop a framework that will help in providing useful insights for the policymakers, researchers, and sellers of organic food in emerging economies. Future research could examine various groups of customer segments with varied demographic and psychographic profiles and study their organic food consumption across different regions with a greater sample size that would further endorse the results of this study. Consumption of organic food is highly associated with health consciousness and environmental awareness this research will provide a better understanding by considering a detailed analytical framework with variables like intention, and attitude and get a close understanding of organic food consumption patterns.