Influence of Altruistic Motives on Organic Food Purchase: Theory of Planned Behavior

Marketing campaigns of organic food emphasize utilitarian benefits and psychological as well consumer culture to enhance environmental sustainability. In order study the purchase intention food, authors developed a model using antecedents like warm glow, subjective norm, attitude perceived behavioral control. This examines for Indian USA samples thus integrated three theories: Theory Planned Behavior (TPB), Pro-Social (PSB) with interaction Consumer Culture Theory. The is estimated multi-group Partial Least Square Structural Equation Modeling (PLS-SEM) technique R software from India (n = 692) 640). Results differ samples. expectation “warm glow” resulted an environmentally friendly having higher influence on than that USA. Further, towards stronger US Indian, group difference significant, while all relationships take glow antecedent have ? Moreover, found major element subsamples, whereas norm plays role in adopt food. Managerially, present suggests firm marketing its must concentrate more consumers improve their market share.