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<p>This study aims to investigate the relationship between perceived knowledge, environmental awareness, health awareness, trust, attitude, and subjective norms in shaping purchase intention. A structured questionnaire was distributed to 456 young Indian adults using a purposive sampling method. Structural Equation Modelling (SEM) was used to test the proposed relationships. The findings indicate that perceived knowledge, environmental awareness, and health awareness have a significant impact on consumers’ attitudes towards organic food. Trust is also identified as a key factor in fostering a positive attitude. Subsequently, attitude and subjective norms have a notable predictive effect on purchase intention. By creating an integrated model that includes perceived knowledge, this study highlights the role of understanding in consumer decision-making and presents a comprehensive model tailored to the organic food market.</p>

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Understanding how knowledge, consciousness, and social norms shape sustainable food purchase intention

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年4月9日

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  • Dilip Kumar,
  • Mahendra Kumar Sharma,
  • Vijay Amrit Raj

摘要

This study aims to investigate the relationship between perceived knowledge, environmental awareness, health awareness, trust, attitude, and subjective norms in shaping purchase intention. A structured questionnaire was distributed to 456 young Indian adults using a purposive sampling method. Structural Equation Modelling (SEM) was used to test the proposed relationships. The findings indicate that perceived knowledge, environmental awareness, and health awareness have a significant impact on consumers’ attitudes towards organic food. Trust is also identified as a key factor in fostering a positive attitude. Subsequently, attitude and subjective norms have a notable predictive effect on purchase intention. By creating an integrated model that includes perceived knowledge, this study highlights the role of understanding in consumer decision-making and presents a comprehensive model tailored to the organic food market.