Organic food preferences: A Comparison of American and Indian consumers

Abstract

This research tests a nomological model predicting organic food attitudes and purchase intentions in USA and India. Data were collected from India (n = 687) and USA (n = 632) using Amazon M Turk and were analyzed using structural equation modelling and multi-group moderation technique. Results revealed that over and above attitude, subjective norm and perceived behavioral control, response efficacy and self-expressive benefits significantly affect consumers’ attitudes and purchase intentions of organic food among American and Indian consumers. Findings reveal that response efficacy and attitude matter more in the USA while subjective norms and self-expressive benefits exert a greater influence in India. Therefore, marketers may reinforce belief related elements while selling organic food products in the USA and societal related elements while selling in India. Theoretically, this work adds to the Theory of Planned Behavior by adding self-expressive benefits and develops a common model on organic food across samples in USA and India.