Growing public awareness of environmental and health issues has increased focus on the buying and consumption of organic food. The developing of organic food and green concept are still in the infant stage in Chennai. This is an empirical study which defi

Abstract

Growing public awareness of environmental and health issues has increased focus on the buying and consumption of organic food. The developing of organic food and green concept are still in the infant stage in Chennai. This is an empirical study which defines the key constructs of the Theory of Reasoned Action (TRA). The objective of this study is to determine the relationship and impact among the variables Authenticity/Naturalness, Health, Quality, Convenience, Safety, Attitude and Purchase Intention towards organic food products. This study employs survey data from 150 organic food product users and is analysed using weighted mean, correlation and regression. Findings revealed that Authenticity /Naturalness, Health, Quality, Convenience and Safety depicted a significant positive relationship with Attitude whereas Attitude have significant and positive relationship with Purchase Intention. The study also stated that Authenticity/Naturalness, Quality, Health and Safety have a considerable influence on Attitude. Additionally, Attitude has a substantial influence on purchase intention.