Consumer Buying behavior of Organic food Products in India Through the Lens of Planned Behavior Theory Dr. Kataria Yoginder Singh1,*, Dr. Krishna Hari G2, Tyagi Vikas Kumar3, Vashishat Tarun4 1Associate Professor and Head of the Department, Department of Management Studies, Panipat Institute of Engineering and Technology, Samalkha, Haryana 2Independent Researcher, Chennai, Tamil Nadu, tarun.vashishat@gmail.com 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, vikas.dtyagi.15@gmail.com 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, harigkrishna.mba@gmail.com *Corresponding Author Email: yoginderkataria@gmail.com
Online published on 15 May, 2019. 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. Top Keywords Organic food products, buying behavior, PLS-Regression, Planned behavior theory, Consumer attitude. Top |