Toward sustainable food consumption in India: Exploring organic buying behavior

The study extends the Theory of Planned Behaviour to explore the determinants of organic food consumption in the emerging urban market in India. It employs partial least-square structural equation modelling (PLS-SEM) to study the direct and indirect effect of behavioural factors on the Indian consumer intention to buy (ITB) and actual buying behavior (ABB). The study shows that Perceived Behavioural Control, Environmental Concern and Consumer awareness are significant factors. Moderation analysis reveals that age and employment status are pivotal factors. These findings highlight that awareness campaigns, transparent labeling, and improved accessibility enhance organic food consumption in India.