Author(s): Meenakshi Thakur and Amandeep Nahar
The emergence of the COVID-19 pandemic has substantially impacted the behaviors and intentions of consumers thereby creating a sustainable and healthier consumption era. Therefore, there exists an increasing potential for expanding the market for green food products in India. In such a crisis situation that the pandemic has brought, it is assumed that green food products have the potential to secure the environment and offer food safety along with public health. Therefore, the study predominantly aims to evaluate the effect of the COVID-19 crisis on the rising significance of green products. Furthermore, it aims to assess the factors that have an impact on the health of consumers during the COVID-19 pandemic on green products consumption and assess the influence of these factors on the consumers’ intention to buy green food products. The outcomes of this study revealed that there is a significant impact of health factors on the purchase intention towards green food products and there also exists a significant impact of the perception of consumers on the purchase intention of green food products. However, since the correlation between the behavioral purchase intentions of consumers and their actual behavior is not always perfect, therefore future research can consider the findings of this study to develop a model to reach an ultimate purchase behavior to support the outcomes of this study.