Predicting The Buying Intention Of Organic Food With The Association Of Theory Of Planned Behaviour

Abstract

After the covid -19, pandemic people of India were more focused on health challenges. Customers looking for better clean and organic products without the usage of any chemical or artificial content. Results suggest that the organic market growing at a very rapid speed. The customer does not take this selection of organic products under the influence of near ones but various psychological, and behavioral aspects affect to such a decision. This regular practice catches the attention of researchers, regarding the predication purchase intention of organic products. This study aims to target the customers who are inclined to buy organic products or those who are already purchasing organic foods products. The study adopts the theory of planned behavior as a theoretical tool and multiple regression as an analytical tool to predict the buying intention of organic food products. The outcomes of 381respondentst revealed that attitude and environmental concern were the most influential factors of purchasing organic food products.