Modeling the combined effects of perceived price fairness of the product, consumer's environmental concerns, subjective norm and PBC on purchase intention: A study among organic food consumers in India

This empirical study assesses the factors influencing consumers' purchase intention for organic products (e.g., organic fruits and vegetables (OF&V)). The study is fortified with the conjectural lens of the Theory of Planned Behavior (TPB). Consumers in an economy like India (Kerala) were surveyed using a pre-validated questionnaire. The statistical tools for the paper were completed using AMOS-structural equation modelling (SEM). The study's conclusion showed that the essential determinants contributing to repurchase intention are Consumers' environmental concerns, perceived price fairness of the product, consumers' attitude toward organic products, Subjective norm of the products, and Consumer's perceived behavioral control over the product. The study provides implications for producers of organic products and policymakers, which support them in producing crops and framing policies and strategies to improve consumers' purchase intention on OF&V. This study has notable significance as it is innovative research that explores the explanations for purchase intention in a developing economy. Additionally, the study provides empirical support for the mediating function of consumer attitude, subjective norm, and perceived behavioral control in the relationship between the outcome variables (PI) and the determinants (PPF and EC).