Abstract
The primary aim of this research is to investigate the consumer’s intention to purchase organic food (OF) in India, using the theory of planned behaviour (TPB). This study used the values of security, conformity, and self-direction in addition to the TPB and tested its impact on the attitude and intention to purchase OF. Data were gathered from 400 OF customers approached using the mall intercept method. To evaluate the relationships between the key determinants, data were analysed using structural equation modelling. The research revealed that attitude, subjective norms (SN), and perceived behaviour control (PBC) have a positive and significant impact on the intention to purchase OF. Security, self-direction, and conformity have a significant impact on attitude. In addition, security has a significant impact on SN and PBC. PBC is found to have an impact on SN. These findings provide several useful implications for marketing managers. Environmental officials and the government might use the study’s findings to expand organic consumption. The study makes a conceptual contribution to the existing literature by establishing theoretical linkages between values and TPB-related constructs.