Volume No. :   10

Issue No. :  1

Year :  2019

ISSN Print :  2321-5828

ISSN Online :  0975-6795


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Consumer Buying behavior of Organic food Products in India Through the Lens of Planned Behavior Theory



Address:   Dr. Yoginder Singh Kataria1, Dr. Hari G Krishna2, Vikas Kumar Tyagi3, Tarun Vashishat4
1Associate Professor and Head of the Department, Department of Management Studies, Panipat Institute of Engineering and Technology, Samalkha, Haryana
2Independent Researcher Chennai, Tamil Nadu
3Research Scholar, Department of Marketing and Supply Chain Management, School of Business and Management Studies, Central University of Himachal Pradesh, TAB 2 Dharamshala, Kangra, Himachal Pradesh 176215
4Research Scholar, Department of Tourism and Travel Management, School of Tourism, Travel and Hospitality Management, Central University of Himachal Pradesh, TAB 2 Dharamshala, Kangra, Himachal Pradesh 176215
*Corresponding Author
DOI No: 10.5958/2321-5828.2019.00011.1

ABSTRACT:
To investigate the consumer’s decision making process for organic food products by empirically extending the theory of planned behavior for the organic food products consumption in India. Researchers surveyed 188 respondents from Delhi NCT region. Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Partial Least Square- Regression, using SPSS, Jamovi, and Smart PLS.2 respectively in this study for analysis. The model explained in this paper had moderately significant coefficient of determination, high predictive relevance, and high goodness of fit index. This paper has practical as well as theoretical implication as it gives researchers a scope of extension and modification of Theory of Planned Behavior in organic food consumption behavior of Indian Consumers. This paper informs marketers that accessibility plays a key role in governing attitude towards purchase behavior and in turn indirectly to the actual purchase behavior. The study also studied the effect of age and income on the actual buying behavior.
KEYWORDS:
Organic food products, buying behavior, PLS-Regression, Planned behavior theory, Consumer attitude
Cite:
Yoginder Singh Kataria, Hari G Krishna, Vikas Kumar Tyagi, Tarun Vashishat. Consumer Buying behavior of Organic food Products in India Through the Lens of Planned Behavior Theory. Res. J. Humanities and Social Sciences. 2019; 10(1):60-67.
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