Factors Influencing Millennials' Purchase Intention of Organic Food

  • Harsheshkumar Ramanlal Patel, Mahendra Sharma, Rajen Purohit


Purpose: The present research study aims to evaluate the impact of attitude, environmental concern, sensory appeal, trust in organic food, and willingness to pay price premium on millennials' purchase intention of organic food products.  Moreover, it examines the direct and indirect effects of trust in organic food purchase intention.

Design / Methodology: The present study is based 227 millennials responses collected via convenience sampling method through an online survey and by use of social media. The structured questionnaire was designed in the form of Google form, and a link for the same was shared online. The Collected data were analyzed by using confirmatory factor analysis (CFA), and structural equation modeling (SEM) with the help of AMOS 21 and SPSS 21.

Findings: Findings suggest that willingness to pay price premium, attitude, and trust in organic food significantly influence purchase intention of organic food. In addition, environmental concern and sensory appeal have a significant positive impact on consumers' attitudes towards organic food products. Willingness to pay the price premium for organic food is positively influenced by trust in organic food. It empirically confirms that the trust in organic food has a more indirect effect than a direct effect on millennials' purchase intention.

Research Limitations: The study is based on data collected through the method of convenience sampling, and hence discussed practical implications need to review before implementing in designing marketing strategies.

Practical Implications: Marketing managers can make use of findings in developing effective marketing promotional campaigns focusing on developing a positive attitude towards organic food products, and willingness to pay extra can be influenced by instilling trust in organic food.

Originality / Value: This paper explores the insights of millennials' purchase intention in the context of organic food. It is focusing on how environmental concern, sensory appeal, and trust in organic food, and willingness to pay price premium play an influencing role in millennials' consumption of organic food. Moreover, the direct and indirect effect of trust in organic food is examined as a novel contribution in the context of India.