Green Consumers Purchase Intentions and Sustainable Consumption of Organic Food Products: A Conceptual Framework for the Indian Middle-Class Market

Organic food products are considered purer and free from any toxic, carcinogenic pesticides and fertilizers from the inception of the cultivating process. The overconsumption pattern in the most developed countries started declining and adopted the concept of sustainable consumption. This study attempts to uncover different factors that facilitate the sustainable consumption of organic products among the so-called green consumers and create a conceptual framework to understand the Purchase Intention of Green customers. The conceptual framework is composed of the proposition that Environmental ethics indirectly relates to the green consumers’ purchase intention (GPI). The Cognitive Factor like Green Perceived Values (GPV), Green Perceived Quality (GPQ), Perceived Consumer Effectiveness (PCE), and Perceived Behaviour Control (PBC) have mediating relationship between Customer Environmental Ethics (CEE) and Purchase Intention.