Determinants of Organic Food Purchase Intention among Youth: The Role of Attitude and Behaviour in Balochistan, Pakistan
Abstract
In the 21st Century and modern world, people are more concerned about their health than ever due to several issues that have arisen over the years. It is very obvious with the advancement of technology and the development of social media platforms that people are more aware of issues related to their lives and things that are taking place around the world. This study has tried to find the determinants of the organic food purchase intentions among the youth or young consumers based on their attitude and behaviour in Balochistan. The study is based on a questionnaire survey that probes students’ lifestyles, and data was gathered through simple random sampling. Data was analyzed using Smart PLS 4. Data was collected through a structured questionnaire from 250 youth respondents in Balochistan, Pakistan. The findings of the regression analysis indicates that both attitude and behaviour play a significant role in determining the purchase intention of the youth of Balochistan towards organic food. Findings of the study indicates that youth is more aware about the importance of organic food, health-consciousness and place more value on organic food to stay safe and healthy. It is suggested that society needs to focus on such research studies that create more awareness about their wellbeing and overall health.
Keywords: Attitude, Behaviour and Purchase Intention and Organic Food.
JEL Codes: M31, D12, Q13, I12, Q56
