Abstract
The aim of the study is to investigate the factors influencing consumer purchase intentions for organic food in India, focusing on the roles of traceability, certification, packaging, transparency, and the moderating effect on social media. The study is significant as it sheds light on the factors influencing organic food consumption in India, a growing market with unique socio-economic and cultural dynamics. It highlights the role of traceability, certification, packaging, transparency, and social media in shaping consumer attitudes and purchase intentions, offering valuable insights for businesses to better cater to diverse customer groups and promote sustainable consumption. The study used a structured survey of 398 Indian consumers and analyzed data through Structural Equation Modeling (SEM) based on the Theory of Planned Behavior (TPB), focusing on traceability, certification, packaging, transparency, and the moderating role of social media on purchase intentions for organic food. The study found that traceability, certification, and transparency significantly influence consumer attitudes and purchase intentions for organic food in India, while social media moderates these effects, emphasizing its importance in engaging customers. The study found that traceability, certification, and transparency positively impact consumer attitudes and purchase intentions for organic food in India, with social media interaction playing a moderating role in enhancing customer engagement. Future studies could explore the influence of regional cultural differences, expand the sample size, and examine emerging factors like e-commerce and sustainability in organic food purchasing behavior.
Keywords: Consumer Attitudes, Indian Consumers, Organic Food, Purchase Behavior, Sustainable Consumption.