Evaluating the Role of Health Consciousness in Organic Food Product Consumption: Mediating Role of Attitude

Abstract

The research goal is to measure intent to buy organic food products
by adding health consciousness in TPB framework. In addition it
aims to evaluate attitude’s mediating effect between the relationship
of health consciousness and intention to purchase. Data was
collected by means of a questionnaire distributed online and offline
from a convenience sample from 348 Gujarat users. The hypotheses
were tested using Confirmatory factor analysis and Structural
equation modeling. Results found major determinants were health
consciousness, attitude, and subjective norms of intention to
purchase organic food products while PBC is not significantly
influencing the intention to purchase. Present study confirms
Attitude's mediating effect in the relationship between health
consciousness and intention to purchase. Health-consciousness has
more direct effect on purchasing intention than indirect effect.
Ultimately it discusses marketer implications.