Indian consumers are showing an increased demand for organic food products; however, little is known about their intention to buy organic foods. The purpose of this paper is to understand how fear towards conventional food products motivates an individual to buy organic food products and whether trust and perceived price as contextual factors are able to enhance the buying intention.,A total of 275 valid responses were collected using a self-administrated structured questionnaire, representative of Indian consumers. An ordinary least square regression analysis was used to analyse the effect of trust and perceived price in influencing the relationship between consumers’ fear and intention to buy organic food products.,The moderating role of trust and perceived price in enhancing the direct relation between fear and intention was established. In addition, cluster analysis results revealed that married women with children are showing a greater interest in buying organic food products.,The findings of the study are of high importance to all stakeholders in organic food products, as selecting marketing practices which target consumers’ concern is an indispensable part of finding a niche for organic food products.,The findings suggest that even though consumers are fearful towards conventional food products, they displayed negative intention to buy organic food products when their trust towards the third party is low, thus confirming the importance of trust as a buffering agent.

中文翻译：

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是什么促使印度消费者在新兴市场上购买有机食品？

印度消费者对有机食品的需求正在增加。然而，对于他们购买有机食品的意图知之甚少。本文的目的是了解对传统食品的恐惧如何促使个人购买有机食品，以及作为背景因素的信任和感知价格是否能够增强购买意向。自我管理的结构化问卷，印度消费者代表。使用普通最小二乘回归分析来分析信任和感知价格对消费者恐惧与购买有机食品的意愿之间关系的影响。信任和感知价格在增强恐惧与购买意愿之间的直接关系中的调节作用意图成立。