Impact Of Motivational Factors On Organic Foods Consumption With Attitude As A Mediator

Abstract

The study focus on motivational factors on organic food consumption with the work is to observe the attitudes’ mediation effect in relationship among environ concerns, Health perception and price conscious towards buying organic food and its direct effect between the hypothesised variables are also observed. The collected data is based on convenience sampling from the consumers at different organic food stores by using a structured questionnaire. SEM by AMOS 21 is utilized to evaluate the proposed relationship, the findings confirmed that the motivational factors towards organic food (Price conscious, environmental concern and health perception) impacts the buy intent of organic food indirectly through attitude. The novelty of the examination is for revealing the mediation effect (in terms of negative) under the relationship among the price conscious as well as purchase intention among Indian consumers.