Organic food consumption in emerging markets after COVID-19: value-attitude-behaviour model

Abstract

This study aims to analyse the factors responsible to change the attitudes, intentions, and actual purchasing behaviour of customers toward organic food products in Indian and Nepalese consumers. In the current situation of COVID-19, we are more conscious about our food consumption. Organic food has become very famous at this time because of its use of natural and non-harmful factors of production. This study focuses on changing food habits and consumption patterns of consumers toward more healthy organic food. The sample size of this study is 600. Smart PLS and Mann-Whitney test are used to analyse the data. Safety, awareness and attributes have a positive impact on trust formation towards green organic food. Results of the study shows that perceived health, hedonic and social value positively influence consumers' attitudes, which leads to positive intention, which finally leads to green purchase behaviour of consumers.