Toward sustainable food consumption in India: Exploring organic buying behavior

Anandita Ghosh; Kassa Tarekegn Erekalo; Bikramaditya Ghosh

doi:10.1080/08974438.2026.2617426

Toward sustainable food consumption in India: Exploring organic buying behavior

Anandita Ghosh, Kassa Tarekegn Erekalo^*, Bikramaditya Ghosh

^*Corresponding author for this work

Section for Production, Markets and Policy

Research output: Contribution to journal › Journal article › Research › peer-review

Abstract

The study extends the Theory of Planned Behaviour to explore the determinants of organic food consumption in the emerging urban market in India. It employs partial least-square structural equation modelling (PLS-SEM) to study the direct and indirect effect of behavioural factors on the Indian consumer intention to buy (ITB) and actual buying behavior (ABB). The study shows that Perceived Behavioural Control, Environmental Concern and Consumer awareness are significant factors. Moderation analysis reveals that age and employment status are pivotal factors. These findings highlight that awareness campaigns, transparent labeling, and improved accessibility enhance organic food consumption in India.

Original language	English
Journal	Journal of International Food and Agribusiness Marketing
ISSN	0897-4438
DOIs	https://doi.org/10.1080/08974438.2026.2617426
Publication status	E-pub ahead of print - 27 Jan 2026

Bibliographical note

Publisher Copyright:
© 2026 Taylor & Francis Group, LLC.

Keywords

Behavioral factors
India
organic food
PLS-SEM

Access to Document

10.1080/08974438.2026.2617426

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Cite this

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abstract = "The study extends the Theory of Planned Behaviour to explore the determinants of organic food consumption in the emerging urban market in India. It employs partial least-square structural equation modelling (PLS-SEM) to study the direct and indirect effect of behavioural factors on the Indian consumer intention to buy (ITB) and actual buying behavior (ABB). The study shows that Perceived Behavioural Control, Environmental Concern and Consumer awareness are significant factors. Moderation analysis reveals that age and employment status are pivotal factors. These findings highlight that awareness campaigns, transparent labeling, and improved accessibility enhance organic food consumption in India.",

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AU - Ghosh, Anandita

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AU - Ghosh, Bikramaditya

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N2 - The study extends the Theory of Planned Behaviour to explore the determinants of organic food consumption in the emerging urban market in India. It employs partial least-square structural equation modelling (PLS-SEM) to study the direct and indirect effect of behavioural factors on the Indian consumer intention to buy (ITB) and actual buying behavior (ABB). The study shows that Perceived Behavioural Control, Environmental Concern and Consumer awareness are significant factors. Moderation analysis reveals that age and employment status are pivotal factors. These findings highlight that awareness campaigns, transparent labeling, and improved accessibility enhance organic food consumption in India.

AB - The study extends the Theory of Planned Behaviour to explore the determinants of organic food consumption in the emerging urban market in India. It employs partial least-square structural equation modelling (PLS-SEM) to study the direct and indirect effect of behavioural factors on the Indian consumer intention to buy (ITB) and actual buying behavior (ABB). The study shows that Perceived Behavioural Control, Environmental Concern and Consumer awareness are significant factors. Moderation analysis reveals that age and employment status are pivotal factors. These findings highlight that awareness campaigns, transparent labeling, and improved accessibility enhance organic food consumption in India.

KW - Behavioral factors

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KW - organic food

KW - PLS-SEM

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