This paper aims to investigate the determinants of organic food buying behaviour in an emerging economy like India, where organic food yet has low market share in spite of its potential. Using the theory of planned behaviour (TPB) as the underlying basis, it attempts to explain the effect of attitude, subjective norms and the perceived behaviour control (PBC) on buying intention towards organic food among respondents in Delhi-National capital region, India. Additionally, it attempts to discriminate functional and constructive attitudes.,A quantitative questionnaire survey approach was used on 306 respondents and multiple linear regression was used to validate the research model.,Attitudes and PBC have a significant positive impact on the intention to purchase organic food. This paper found subjective norms to be weak and barely significant to intention. The results conclude that health motives, past purchase behaviour, knowledge, affordability and trust in organic certification label are the main facilitators in organic food purchase. Primarily, the respondents see buying organic food regularly as being of value and enjoyable to them. A more favourable appearance vs conventional food was negatively related to behavioural intention.,This research could aid all stakeholders in the organic food sector, particularly emerging economies like India where the organic market is still nascent. It could be an essential driver to improve customer involvement and thus aid them in the decision-making process to choose organic food over conventional food. It also attempts to establish the usability of TPB in assessing functional attitudes based on constructive attitudes for organic food purchase.

中文翻译：

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新兴经济体对有机食品消费者购买意愿的影响

本文旨在研究在像印度这样的新兴经济体中有机食品购买行为的决定因素，在印度，尽管有机食品具有潜力，但其市场份额仍然较低。它使用计划行为理论（TPB）作为基础，试图解释态度，主观规范和感知行为控制（PBC）对印度德里国家首都地区受访者购买有机食品的意愿的影响。此外，它试图区分功能态度和建设性态度。对306名受访者使用定量问卷调查方法，并使用多元线性回归验证研究模型。态度和PBC对购买有机食品的意愿具有显着积极影响。本文发现主观规范是薄弱的，对意图几乎没有意义。结果得出结论，健康动机，过去的购买行为，知识，可负担性和对有机认证标签的信任是有机食品购买的主要促进因素。首先，受访者认为定期购买有机食品是他们的有价值和愉快的事物。与传统食品相比，外观更佳与行为意图负相关。这项研究可以帮助有机食品领域的所有利益相关者，特别是新兴市场经济体如印度等新兴经济体。改善客户的参与度，从而帮助他们在决策过程中选择有机食品而非传统食品可能是一个重要的推动力。