Purpose

The role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India.

Design/methodology/approach

A total of 348 useable responses were collected through an intercept survey at organic food stores using a purposive sampling approach. Data analysis was carried out through structural equation modeling.

Findings

Mindfulness emerged as a significant predictor of behavioral intention. Further, the specific indirect effects of mindfulness through attitude, perceived behavioral control (PBC), drive for environmental responsibility (DER) and label reference willingness (LRW) were also significant.

Originality/value

This research is one of the initial efforts to link mindfulness with PI for organic food. The results could help the government and marketers tap onto the potential of mindfulness with regard to environment-friendly products and frame appropriate strategies for stimulating the demand for organic food in India

中文翻译：

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年轻消费者对有机食品的购买意愿：正念作用的探索

目的

正念在影响绿色行为方面的作用已在文献中得到认可，但尚未在有机食品的背景下进行充分探讨。本研究试图探讨正念在影响印度年轻消费者对有机食品的购买意愿 (PI) 中的作用。

设计/方法/方法

通过使用有目的的抽样方法在有机食品商店进行的拦截调查，共收集了 348 份可用的答复。通过结构方程模型进行数据分析。

发现

正念成为行为意图的重要预测指标。此外，正念通过态度、感知行为控制 (PBC)、环境责任驱动 (DER) 和标签参考意愿 (LRW) 的特定间接影响也很显着。

原创性/价值

这项研究是将正念与有机食品的 PI 联系起来的初步努力之一。结果可以帮助政府和营销人员利用正念在环保产品方面的潜力，并制定适当的策略来刺激印度对有机食品的需求