Research Journal of Humanities and Social Sciences

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Consumer Buying behavior of Organic food Products in India Through the Lens of Planned Behavior Theory


Affiliations
1 Department of Management Studies, Panipat Institute of Engineering and Technology, Samalkha, Haryana, India
2 Tamil Nadu, India
3 Department of Marketing and Supply Chain Management, School of Business and Management Studies, Central University of Himachal Pradesh, TAB 2 Dharamshala, Kangra, Himachal Pradesh 176215, India
4 Department of Tourism and Travel Management, School of Tourism, Travel and Hospitality Management, Central University of Himachal Pradesh, TAB 2 Dharamshala, Kangra, Himachal Pradesh 176215, India
     

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To investigate the consumer’s decision making process for organic food products by empirically extending the theory of planned behavior for the organic food products consumption in India. Researchers surveyed 188 respondents from Delhi NCT region. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Partial Least Square- Regression, using SPSS, Jamovi, and Smart PLS.2 respectively in this study for analysis. The model explained in this paper had moderately significant coefficient of determination, high predictive relevance, and high goodness of fit index. This paper has practical as well as theoretical implication as it gives researchers a scope of extension and modification of Theory of Planned Behavior in organic food consumption behavior of Indian Consumers. This paper informs marketers that accessibility plays a key role in governing attitude towards purchase behavior and in turn indirectly to the actual purchase behavior. The study also studied the effect of age and income on the actual buying behavior.

Keywords

Organic Food Products, Buying Behavior, Pls-Regression, Planned Behavior Theory, Consumer Attitude.
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  • Consumer Buying behavior of Organic food Products in India Through the Lens of Planned Behavior Theory

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Authors

Yoginder Singh Kataria
Department of Management Studies, Panipat Institute of Engineering and Technology, Samalkha, Haryana, India
Hari G. Krishna
Tamil Nadu, India
Vikas Kumar Tyagi
Department of Marketing and Supply Chain Management, School of Business and Management Studies, Central University of Himachal Pradesh, TAB 2 Dharamshala, Kangra, Himachal Pradesh 176215, India
Tarun Vashishat
Department of Tourism and Travel Management, School of Tourism, Travel and Hospitality Management, Central University of Himachal Pradesh, TAB 2 Dharamshala, Kangra, Himachal Pradesh 176215, India

Abstract


To investigate the consumer’s decision making process for organic food products by empirically extending the theory of planned behavior for the organic food products consumption in India. Researchers surveyed 188 respondents from Delhi NCT region. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Partial Least Square- Regression, using SPSS, Jamovi, and Smart PLS.2 respectively in this study for analysis. The model explained in this paper had moderately significant coefficient of determination, high predictive relevance, and high goodness of fit index. This paper has practical as well as theoretical implication as it gives researchers a scope of extension and modification of Theory of Planned Behavior in organic food consumption behavior of Indian Consumers. This paper informs marketers that accessibility plays a key role in governing attitude towards purchase behavior and in turn indirectly to the actual purchase behavior. The study also studied the effect of age and income on the actual buying behavior.

Keywords


Organic Food Products, Buying Behavior, Pls-Regression, Planned Behavior Theory, Consumer Attitude.

References