Understanding the actual buying behaviour of organic food users in India: a PLS-SEM approach

Indian consumers have become more conscious these days for their consumption patterns, as they are becoming more informed with times. Economies have become more connected in today's era of information. Consumerism is found replicated from the developed to the emerging economies. Organisations are forced to move towards sustainable development as pressure from consumers is growing day by day. Consumers are looking for products that take care of human health without negatively impacting the environment. As a result, health conscious consumers have started showing their keen interest in organic food. This study has explored the important antecedents of actual buying behaviour towards organic food. The study has proposed a conceptual model which is checked empirically and established in the results. Researchers have used the survey method to collect data from 295 respondents. Only organic food users are approached as respondents for data collection. The data is then analysed using Smart PLS 2.0. The findings of this paper have established the relationship among the antecedents with the actual buying behaviour of organic food users.