Author(s): Harmandeep Kaur,Dr Raminder Pal Singh,Dr Kiranjeet Kaur
Growing consumer demand for organic food has increased the need for understanding the factors that influence consumer purchasing decisions. Health consciousness, consumer knowledge, and consumer trust are examined in this study to determine the impact of consumer behavior on organic food consumption, with perceived behavioural control (PBC) acting as a moderator and purchase intention acting as a mediator, based upon the Extended Theory of Planned Behaviour. Using PLS-SEM with SmartPLS 4, data were collected from 730 organic food consumers in Punjab. A significant relationship has been found between health consciousness, consumer knowledge, and consumer trust, as well as a significant relationship between purchaser intention and consumer behaviour. According to the mediation analysis, purchase intention mediates the relationship between the three antecedents and the consumer behaviour. Despite this, perceived behavioural control has no significant moderating effect on the relationship between purchase intention and consumer behaviour. The current study extends the TPB by demonstrating how psychological factors influence the purchase of organic foods indirectly. This study offers valuable implications for researchers, marketers, and policymakers seeking to promote sustainable food consumption.