Machine Learning to Investigate Determinants of Intention to Purchase Organic Food

The purpose of this study is to pinpoint the key variables that influence customers who have never purchased organic food previously in terms of their intention to do so. Attitude, perceived behavioural control, subjective norm, personal norm, & health awareness are the five primary components in this study. Further, this study investigates how machine learning techniques can be used to explore and identify the key determinants influencing the intention to purchase organic food. As the demand for organic products grows, understanding the factors that drive consumers’ decisions to choose organic food becomes increasingly important for both businesses and policymakers. The findings revealed that only four of these five factors—attitude, subjective norm, personal norm, & perceived behavioural control were significant.