Green choices: deciphering factors shaping organic food preferences

The growing emphasis of consumers on health, sustainability, and ethical considerations has resulted in a surge in the popularity of organic food products this study's primary objective is to investigate and gain a comprehensive understanding of the key factors influencing consumer preferences, market dynamics, and supply chain management within the organic food industry. Using the smart PLS-SEM analytical technique, the research explores the relationships and impacts of various variables such as health concern and lifestyle, personal attitude, environmental benefit, communication, social influence, price, and organic food knowledge on consumers' purchase intentions (dependent variable) in the Delhi-NCR region. Through data analysis and expert opinion surveys, the study provides valuable insights into regional consumer trends, business opportunities, and regulatory implications specific to organic food products. It also offers recommendations for businesses to optimise supply chain management, refine marketing strategies, and develop innovative products. The research takes into account context-specific factors unique to Delhi-NCR, including cultural, socio-economic, and demographic influences, which significantly shape consumer preferences and attitudes toward organic food items. Additionally, the study's findings can be a valuable resource for programs supporting organic farmers and producers in the Delhi-NCR region, aiding their growth and success in the expanding organic food market.