A Study on the Relationship of Consumer Attitude with Behavioral Intention in Green Food Product

Abstract

In today s scenario, Green consumption is witnessing an unprecedented escalating trend newlineamong the millennials--the scholastics, corporate, media and government and non-legislative newlineassociations who are more conscious of their environmental and social responsibility. Green newlineusage is pulling more prominent consideration from both academics and practitioners. It has newlinealso transformed consumer s preferences, attitudes and behavioural intention towards green newlineproducts. This study attempts to understand the relationship of antecedents of GPI and green newlineBehavioural Intention of Green Food Product with the and#8215;theory of planned behaviour (TPB) newlinewith constructs--i.e., Environmental Attitude, Eco- consciousness, Collectivism, Long Term newlineHealth Orientation, Subjective Norms, Perceived Behavioural Control, Perceived Value, newlinesituational influences (Price sensitivity and product availability). Past studies on green newlinepurchase behaviour of consumers were mostly carried out in developed countries. The main newlinefindings from this study will provide a more comprehensive evaluation antecedents of Indian newlineconsumer attitude, purchase intention and behaviour of green food products. Using descriptive newlineresearch design, data were collected from 387 respondents from Delhi/NCR. The factors were newlineidentified through Exploratory Factor analysis and then validated through Confirmatory factor newlineAnalysis (CFA). The model was tested with structural equation modeling (AMOS-SEM) 25. newlineThis study validates and extends TPB framework with 3 constructs-- Eco-consciousness, newlineAttitude for green purchase and most importantly, socially responsible consumption that has newlinebeen untouched in extant studies. Policy makers and marketers need to focus on developing a newlinepositive attitude of consumers as regards eco-conscious. The key takeaways from newlinethis study will relate to the assessment of the history of the green buying intention and newlinegreen buying behaviour of Indian consumers using the extended TPB system in the Indian con newlinetext and will lead to a more detailed assessment of the purchasing intention and behaviour of newlinegreen food products by Indian consumers. newline