Examining the Role of Health Concerns and Willingness to Pay Premium in Driving Purchase Intentions of Organic Food Among Millennials in India: A Structural Model Approach

K. Raksha Shenoy, Smitha Nayak (), V. K. Ranjith, C. Anirvinna, Raveendra K. Rao and Shruthi V. Shetty
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K. Raksha Shenoy: Department of Commerce, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India
Smitha Nayak: Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India
V. K. Ranjith: Department of Commerce, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India
C. Anirvinna: TAPMI School of Business, Faculty of Management and Commerce, Manipal University, Jaipur 303007, Rajasthan, India
Raveendra K. Rao: Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India
Shruthi V. Shetty: Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India

Sustainability, 2025, vol. 17, issue 6, 1-14

Abstract: Background: Toxic chemical adulteration of food is harmful to human health and a major global risk to healthy food consumption. The United Nations declared 2021 as the “International Year of Fruits and Vegetables in an effort to raise public awareness of the nutritional and health benefits of including more fruits and vegetables in a balanced diet”. Although consumers are aware of organic food products, their understanding of the concept is still restricted. Hence, it is paramount to understand their level of awareness and consumption behavior. Methods: Data were captured from 578 samples using a structured questionnaire. Samples were drawn from four districts in Karnataka state of India using a purposive sampling technique. “IBM-SPSS” was used for descriptive analysis, and Smart PLS 4 was adopted to assess the measurement model. Findings: Indian consumers are significantly influenced by health and concern for the environment when buying organic food. Its natural ingredients positively impact customers’ willingness to spend more for organic food. The idea that the natural content of organic food influences millennials’ purchase habits more indirectly than directly is supported by empirical data. Conclusions: With an emphasis on how health concerns influence millennials’ decisions to buy organic fruits and vegetables, this study offers insightful information about customers’ intentions to buy organic food. As the organic food industry develops and fills in current knowledge gaps, the findings are intended to help researchers, food producers, and marketers create focused marketing strategies.

Keywords: health consciousness; organic food; purchase intention; natural content; sensory appeal; environmental concern; willingness to pay a premium (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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