An Investigation into Consumer Behaviour and Its Impact on Organic Food Purchase Intentions

सार

The organic food industry has witnessed substantial growth in recent years, driven by increasing consumer awareness of health and environmental sustainability. This study examines consumer behaviour toward the purchase intention of organic food products among Generation Z consumers in Panjab, India. The research investigates the influence of key determinants, including consumer knowledge, health consciousness, environmental concern, personal norms, and subjective norms, on consumers' purchase intentions. Data were collected from a sample of 133 respondents and analyzed using correlation and regression techniques to examine the relationships among the study variables. The findings reveal that consumer knowledge, health consciousness, environmental concern, personal norms, and subjective norms are all positively and significantly associated with purchase intention. Among these factors, health consciousness emerged as the strongest predictor of consumers' intention to purchase organic food products. Despite these findings, the study is limited by its relatively small sample size and focus on a single demographic group and geographic location, which may affect the generalizability of the results. Future research is recommended to include larger and more diverse samples to provide broader insights into consumer behaviour toward organic food products.