Drivers of organic food purchase intentions in India: implications for sustainable food systems using PLS-SEM and fsQCA

Abstract

The growing interest in organic food is driven by heightened consumer awareness of health, food safety, and environmental sustainability. In India, rising income levels and lifestyle changes have accelerated this shift. This study explores the factors that affect consumers’ willingness to buy organic food by examining food safety concerns, natural content, nutritional concerns, health consciousness, attitude, and religion. The survey was conducted among 256 potential consumers in the Delhi NCR region using convenience sampling. A combined methodology was utilised, incorporating partial least squares structural equation modelling (PLS-SEM) alongside fuzzy-set qualitative comparative analysis (fsQCA) to gain both symmetric and asymmetric insights. PLS-SEM was employed to analyse the direct effects and validate the theoretical framework. Furthermore, fsQCA was employed to explore the necessary conditions and configurations of variables that lead to high purchase intention. PLS-SEM results demonstrate that concerns related to food safety, health consciousness, and nutritional concerns significantly impact purchase intentions. The fsQCA results reveal that health consciousness and attitude are necessary conditions, while various combinations serve as sufficient configurations, thereby supporting the principle of equifinality. These findings suggest that consumers’ intentions are shaped not only by individual drivers but also by the complex interplay of multiple factors. This study offers valuable insights for policymakers and marketers to design targeted, multidimensional strategies to promote organic food consumption.