Abstract

The purpose of this study is to examine the determinants of consumer intention to purchase organic
food in the Indian cities of Lucknow and Greater Noida. Drawing from existing literature, four
predictors were identified: food quality, support for local farmers, convenience/affordability, and
animal welfare, with consumer attitude included as an overarching construct. Data were collected
through a structured questionnaire from 870 respondents selected via systematic random sampling.
Reliability, correlation, multiple regression, and ANOVA analyses were employed to test the
hypotheses. The results indicate that food quality and supporting local farmers significantly and
positively influence purchase intentions, while animal welfare exerts a negative effect.
Convenience and price were not significant predictors. Importantly, overall consumer attitude
explained more than 90% of the variance in purchase intention, underscoring its dominant role.
These findings contribute to the literature by highlighting context-specific differences in ethical
consumption and provide actionable insights for policymakers, marketers, and farmers seeking to
expand India’s organic food market.