What influences consumers to purchase organic food in developing countries?

Purpose The behavior compelling the consumer’s intention to purchase organic food has received little attention in developing countries. There is limited knowledge concerning the factors that impact consumer’s intention to purchase organic food in these countries. The study empirically examined the impact of attitude, subjective norms, and perceived behavior control on the consumer intention to buy organic food. The study also aimed to explore whether knowledge about organic food and health consciousness has an indirect effect on the relationship between attitude, subjective norms, perceived behavior control and intention to buy. Design/methodology/approach To accomplish the study’s objectives, the questionnaires were administered to a convenience sample of 730 consumers using a traditional paper and pencil questionnaire interview (PAPI). Confirmatory factor analysis (CFA) was applied to validate the data, and the Structural equation model (SEM) was employed to test the hypotheses. Findings The findings showed that subjective norms and attitudes were positively correlated, and they significantly impacted the purchase intention of organic food. The findings also showed that knowledge about organic food and health consciousness has an indirect effect on the relationship between attitude, subjective norms, and intention to buy. Originality/value The findings stimulate the momentum to the growing literature, particularly in the developing countries on consumer behaviors regarding organic foods. Also, they will help stakeholders to achieve the marketing strategy for the growth of this sector.