Open Access
Research Article·pp. 679–700·Vol. 29, Issue 6Jun 2026
Why do consumers choose organic food? A theory of planned behaviour and end chain theory perspective
Ashwini M. Jamuni, Mahadevi S. Halijol
Published Online: 15 May 2026DOI: 10.47974/JSMS-1618
In this paper: The Indian organic food market is growing at a very high rate owing to increase in environmental concerns, health concerns as well as due to the shift towards sustainable consumption. This study explo...
