Using theory of planned behavior (TPB) examining consumer intention and behavior towards organic food consumption in Uttarakhand, India

Abstract

This article use the TPM model to examine consumer intentions and behaviors related to the consumption of organic food in Uttarakhand, India. The study aimed to ascertain the primary determinants that is influencing consumer inclinations to purchase and consume organic food items and examine how these determinants may be leveraged to encourage consumption in the area. The study employed a questionnaire in a Likert Scale to gather quantitative data from 212 genuine respondents in the Gharwal district of Uttarakhand. The data underwent analysis using the use of Structural Equation Modelling (SEM) and AMOS-22. This analysis aimed to evaluate the influence of consumer attitudes, subjective norms, perceived behavioral control, and intention on organic food intake. The study revealed that customers’ attitude, social norms, and perceived behavioral control had a statistically significant positive influence on purchase intention (β=0.57, P=0.000), (β=0.47, P=0.000), (β=0.36, P=0.000), hence confirming hypotheses H1, H2, and H3. In addition, the study revealed that purchasing intention positively influences actual purchase behavior. The findings offer useful information for marketers to formulate policies and strategies to encourage the adoption of organic food in Uttarakhand.