Understanding Sustainable Consumption: Key Determinants Influencing Purchase Intention toward Organic Fruits & Vegetables

This study explores the determinants of purchase intention for organic fruits & vegetables in Aligarh, Uttar Pradesh, using the Theory of Planned Behavior as the guiding framework with additional variables: Environmental Concern, Health Consciousness, and Product quality. A structured survey was conducted with 285 participants using probability sampling, and the data were analyzed using SPSS, including reliability, factor, correlation, and regression analyses. The results reveal that consumer attitude is the key driver behind the purchase intention, followed by health consciousness and product quality. Environmental concern exerted a minor influence, while subjective norms and perceived behavioral control had no statistically significant effect. The TPB-based model explained 19.6% of the variance in the purchase intention. Emphasizing health benefits, quality assurance, and certification clarity can enhance consumer engagement. This research adds depth to consumer behavior studies in India, highlighting the central role of personal attitudes in sustainable choice.