Role of consumer ethnocentrism and perceived regulatory efficacy of organic food certification agencies on attitude-intention relationship

Current research proposes a novel model that examines the moderating impact of consumer ethnocentrism and the perceived efficacy of certifying institutions on the purchase intention of organic foods among young Indians. Primary data were acquired from 210 consumers using a 15-item questionnaire. Structural equation modelling was employed for analysis. The results divulge that the ethnocentric behaviour of young Indians has a moderating impact on the positive relation between attitude towards the purchase of certified foreign organic food and purchase intention. Meanwhile, the perceived efficacy of certifying agencies has a partially mediating impact on the purchase intention for foreign organic food through attitude as a mediator. Consumers who place a higher value on quality certification rather than the country of origin are more likely to acquire organic products from foreign sources. Ethnocentric communities in local markets can be targeted through appropriate branding and communications, such as 'swadeshi campaigns. ' Additionally, organic food can be sold at a premium price by obtaining higher quality certification from reputed agencies.