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Journal of Statistics and Management Systems

(Since 1998)
Hybrid ·Peer-reviewed·ISSN (Online): 2169-0014·ISSN (Print): 0972-0510

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Monthly Journal: Publishes peer-reviewed aticles on theoretical and applied statistics and management systems, expoloring industrial statistics, actuarial and decision sciences.

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Journal of Statistics and Management Systems
Open Access Research Article

Why do consumers choose organic food? A theory of planned behaviour and end chain theory perspective

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pp. 679–700Vol. 29Issue 6June 2026DOI: 10.47974/JSMS-1618XML
Received:
01 Sep 2025
Published Online:
15 May 2026
Article type:
Research Article
Language:
EN
Article no.:
JSMS-1618
Pages:
679–700

Abstract

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 explores the most crucial psychological and value driven motivation that influences the intention of the consumers to purchase the organic food. The study is appropriate to posit and empirically verify that the model comprises of the perceived quality, the implications and personal worth and green trust as an aspect of consumer attitude which conversely affects consumer buying intention. Both the Theory of planned behaviour and end chain theory are the foundation of this model. Data has been gathered using a structured questionnaire built around 5-point Likert and entailed acquiring the responses of 190 people who can be described as organic food customers, and it was conducted using convenience and snowball sampling. The data analyses were confirmatory factor analyses using structural equation modeling. In the results, we see that all the variables have an impact on the customer attitude in which the effects seem to be the best predictor, then perceived qualities then personal values. Purchase intention is then highly influenced by attitude. These results highlighted the role of trust and values as a critical factor in determining the purchase decision of the consumers to consume organic food. This research can provide them with hints to the marketers and to the policymakers to develop the campaign founded on the principles of trust and value-oriented to motivate people to consume organic food.

Keywords

Organic foodGreen trustConsumer attitudePerceived attributesPurchase intention etc

Subject Classifications

91C99

References

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