Linking brand trust and attitude with purchase intention of indian organic food customers: An S–O-R Model based analysis

As customers' awareness of their own health and food safety increases, global consumption patterns indicate a growing interest in organic foods. This study intends to study the factors that influence Indian consumers' decisions to purchase organic food. An extended Stimulus-Organism-Response (S–O-R) Model is used to support theoretical arguments for research into organic foods. Using judgmental sampling, 311 organic food customers from all the eleven districts of Delhi, India have provided relevant information for this descriptive study. The data was collected using a structured questionnaire and analysed using PLS-SEM. This study has extended the ethical behaviour theory by working on additional constructs. Except for ecological welfare, the study found that all trust and attitude factors have a significant impact on purchase intention. This study has also examined the relationship among the factors that constitute trust and attitude. The study has found that the organic food stimuli has a significant role in the formation of brand trust and attitude. The organic food industry will gain access to crucial factors that affect purchase intention. This study contributes to the managerial implications of Indian organic customers. This study also assists new-age researchers in identifying gaps towards organic food purchase intention. The future study can be done on the repeat purchase behaviour which has emerged while working with the organic food customers.