Abstract:
The empirical study focuses on the market
for organic food to identify the key factors that influence
attitude of customers towards such products. Furthermore,
it ascertains whether attitude has an influence on purchase
intention. The role of ‘willingness to pay’ as mediating
variable is also studied. The investigation is based on
446 respondents which is collected using questionnaire.
Structural equation modeling is applied using Smart
PLS. The study shows that consciousness about health,
environment and quality have positive and significant
influence on attitude. More interestingly, willingness to
play is found to have a partial mediating effect between
attitude and purchase intention. The findings of the
study can contribute towards building a sustainable
environment.
