Consumer Purchase Intention and Willingness to Pay for Green Products a Study of Uttarakhand

Abstract

This research studies attitudes of consumers from the state of Uttarakhand towards organic food products using the Theory of Planned Behaviour (TPB). It focuses on examining consumers purchase intention for organic food with the inclusion of Willingness to Pay a Premium and Environmental Concern as additional constructs in the original TPB model.A structured questionnaire was framed with the help of standardised questionnaire adapted from the past studies. The respondents were provided with the statements of the Attitude towards eco-friendly products,Attitude towards organic food products, Subjective Norms, Perceived Behavioral Control, Environmental Concern, Willingness to Pay a Premium and Purchase Intention and were asked to rate these on a Likert 5-point scale from Strongly Disgaree to Strongly Agree. The research instrument was distributed to the respondents both physically and through google document.The data analysis revealed significant relationships of original variables of Theory of Planned Behaviour (Attitude, Subjective Norms and Perceived Behavioural Control) with Purchase Intetion. Among the added constructs of Willingness To Pay a Premium and Environmental Concern, former had significant influence whereas the latter an insignificant influence on Purchase Intention. On the basis of the analysis, recommendations and suggestions are made to consumers, marketers, producers and researchers regarding consumption, marketing and scope of future researches in the field of organic food products. newlineKeywords: Consumer Purchase Intention, Willingness To Pay, Green Products, Organic Food, Uttarakhand newline newline