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This study looks at the variables affecting Indian customers’ propensity to buy organic coffee. Drawing on the Theory of Planned Behavior (TPB) and considering the unique cultural context of India, the study integrates a multi-dimensional framework, incorporating personality, attitude, lifestyle, subjective norm, collectivism, perceived behavioral control, perceived consumer effectiveness, and environmental concerns, to analyze the dynamics of organic coffee purchase intention. Data was gathered from a representative sample size of 420 Indian coffee customers making use of a formal questionnaire and analyzed using statistical tools such as SPSS and Amos. Our findings show a favorable relationship between purchase intention with attitude, collectivism, and environmental concern. This study has implications for both research and practice.

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Factors Influencing Purchase Intention of Organic Coffee

  • 章节

  • 发表日期：

    2025年

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  • Smriti Mathur,
  • Christina Sanchita Shah,
  • Deeksha Gupta Ganguly,
  • Rashmi

摘要

This study looks at the variables affecting Indian customers’ propensity to buy organic coffee. Drawing on the Theory of Planned Behavior (TPB) and considering the unique cultural context of India, the study integrates a multi-dimensional framework, incorporating personality, attitude, lifestyle, subjective norm, collectivism, perceived behavioral control, perceived consumer effectiveness, and environmental concerns, to analyze the dynamics of organic coffee purchase intention. Data was gathered from a representative sample size of 420 Indian coffee customers making use of a formal questionnaire and analyzed using statistical tools such as SPSS and Amos. Our findings show a favorable relationship between purchase intention with attitude, collectivism, and environmental concern. This study has implications for both research and practice.