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Journal of Information and Optimization Sciences

(Since 1980)
Hybrid ·Peer-reviewed·ISSN (Online): 2169-0103·ISSN (Print): 0252-2667

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Monthly Journal: Publishes theoretical and applied research on topics in information and optimization sciences.

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Journal of Information and Optimization Sciences
Open Access Research Article

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

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pp. 1515–1528Vol. 44Issue 8November 2023DOI: 10.47974/JIOS-1470XML
Published Online:
13 Jan 2024
Article type:
Research Article
Language:
EN
Article no.:
JIOS-1470
Pages:
1515–1528

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.

Keywords

Organic foodSocial normsTheory of planned behaviorConsumer intention

Subject Classifications

03B38

References

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