IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i6p2676-d1614684.html
   My bibliography  Save this article

Examining the Role of Health Concerns and Willingness to Pay Premium in Driving Purchase Intentions of Organic Food Among Millennials in India: A Structural Model Approach

Author

Listed:
  • K. Raksha Shenoy

    (Department of Commerce, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India)

  • Smitha Nayak

    (Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India)

  • V. K. Ranjith

    (Department of Commerce, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India)

  • C. Anirvinna

    (TAPMI School of Business, Faculty of Management and Commerce, Manipal University, Jaipur 303007, Rajasthan, India)

  • Raveendra K. Rao

    (Department of Humanities and Management, Manipal Institute of Technology, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India)

  • Shruthi V. Shetty

    (Manipal Institute of Communication, Manipal Academy of Higher Education, Manipal 576104, Karnataka, India)

Abstract

Background: Toxic chemical adulteration of food is harmful to human health and a major global risk to healthy food consumption. The United Nations declared 2021 as the “International Year of Fruits and Vegetables in an effort to raise public awareness of the nutritional and health benefits of including more fruits and vegetables in a balanced diet”. Although consumers are aware of organic food products, their understanding of the concept is still restricted. Hence, it is paramount to understand their level of awareness and consumption behavior. Methods: Data were captured from 578 samples using a structured questionnaire. Samples were drawn from four districts in Karnataka state of India using a purposive sampling technique. “IBM-SPSS” was used for descriptive analysis, and Smart PLS 4 was adopted to assess the measurement model. Findings: Indian consumers are significantly influenced by health and concern for the environment when buying organic food. Its natural ingredients positively impact customers’ willingness to spend more for organic food. The idea that the natural content of organic food influences millennials’ purchase habits more indirectly than directly is supported by empirical data. Conclusions: With an emphasis on how health concerns influence millennials’ decisions to buy organic fruits and vegetables, this study offers insightful information about customers’ intentions to buy organic food. As the organic food industry develops and fills in current knowledge gaps, the findings are intended to help researchers, food producers, and marketers create focused marketing strategies.

Suggested Citation

  • K. Raksha Shenoy & Smitha Nayak & V. K. Ranjith & C. Anirvinna & Raveendra K. Rao & Shruthi V. Shetty, 2025. "Examining the Role of Health Concerns and Willingness to Pay Premium in Driving Purchase Intentions of Organic Food Among Millennials in India: A Structural Model Approach," Sustainability, MDPI, vol. 17(6), pages 1-14, March.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:6:p:2676-:d:1614684
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/6/2676/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/6/2676/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Anetta Barska & Julia Wojciechowska-Solis & Joanna Wyrwa & Janina Jędrzejczak-Gas, 2023. "Practical Implications of the Millennial Generation’s Consumer Behaviour in the Food Market," IJERPH, MDPI, vol. 20(3), pages 1-15, January.
    2. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    3. Jawad Iqbal & Donglei Yu & Maria Zubair & Muhammad Imran Rasheed & Hafiz Muhammad Usman Khizar & Muhammad Imran, 2021. "Health Consciousness, Food Safety Concern, and Consumer Purchase Intentions Toward Organic Food: The Role of Consumer Involvement and Ecological Motives," SAGE Open, , vol. 11(2), pages 21582440211, May.
    4. Sandra Ferreira & Olga Pereira, 2023. "Antecedents of Consumers’ Intention and Behavior to Purchase Organic Food in the Portuguese Context," Sustainability, MDPI, vol. 15(12), pages 1-13, June.
    5. Xiaoru Xie & Liman Huang & Jun (Justin) Li & Hong Zhu, 2020. "Generational Differences in Perceptions of Food Health/Risk and Attitudes toward Organic Food and Game Meat: The Case of the COVID-19 Crisis in China," IJERPH, MDPI, vol. 17(9), pages 1-17, April.
    6. Aleksandra Kowalska & Monika Ratajczyk & Louise Manning & Milena Bieniek & Radosław Mącik, 2021. "“Young and Green” a Study of Consumers’ Perceptions and Reported Purchasing Behaviour towards Organic Food in Poland and the United Kingdom," Sustainability, MDPI, vol. 13(23), pages 1-23, November.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Karolina Woś & Hubert Dobrowolski & Danuta Gajewska & Ewa Rembiałkowska, 2022. "Organic Food Consumption and Perception among Polish Mothers of Children under 6 Years Old," IJERPH, MDPI, vol. 19(22), pages 1-22, November.
    2. Ilenia Bravo & Ilenia Colamatteo & Simona Balzano & Lucio Cappelli & Enrica Iannucci, 2024. "Consumer Behaviour Regarding Certified Food," Sustainability, MDPI, vol. 16(9), pages 1-12, April.
    3. Ahmed Moustapha Mfokeu & Elie Virgile Chrysostome & Jean-Pierre Gueyie & Olivier Ebenezer Mun Ngapna, 2023. "Consumer Motivation behind the Use of Ecological Charcoal in Cameroon," Sustainability, MDPI, vol. 15(3), pages 1-22, January.
    4. Lin Hu & Qinghai Chen & Tingting Yang & Chuanjian Yi & Jing Chen, 2024. "Visualization and Analysis of Hotspots and Trends in Seafood Cold Chain Logistics Based on CiteSpace, VOSviewer, and RStudio Bibliometrix," Sustainability, MDPI, vol. 16(15), pages 1-22, July.
    5. Aleksandra Kowalska & Julia Wojciechowska-Solis & Milena Bieniek & Monika Ratajczyk & Louise Manning, 2023. "Declared non-buyers of organic food: A study of young British and Polish consumer profiles," Ekonomista, Polskie Towarzystwo Ekonomiczne, issue 1, pages 28-50.
    6. Li Zhang & Dong Liu & Qie Yin & Jundi Liu, 2024. "Organic Certification, Online Market Access, and Agricultural Product Prices: Evidence from Chinese Apple Farmers," Agriculture, MDPI, vol. 14(5), pages 1-18, April.
    7. Xintian Wang & Meng Peng & Yan Li & Muhua Ren & Tao Ma & Weidong Zhao & Jiayu Xu, 2025. "How E-Commerce Product Environmental Information Influences Green Consumption: Intention–Behavior Gap Perspective," Sustainability, MDPI, vol. 17(6), pages 1-19, March.
    8. Sohel M. Imroz & Tamilla Curtis & Scott C. Ambrose, 2023. "Perception of Crisis Management, Service Quality, and Loyalty Programs on Airline Travel Intention: What Roles Do Fear of COVID-19 and Risk Attitude Play?," Sustainability, MDPI, vol. 15(18), pages 1-16, September.
    9. Ashish Ashok Uikey & Zericho Marak & Dhoha Alsaleh & Ruturaj Baber, 2024. "Decoding Intentions to Purchase Organic Food Products in an Emerging Economy via Artificial Neural Networks," Post-Print hal-04861233, HAL.
    10. Irene (Eirini) Kamenidou & Aikaterini Stavrianea & Spyridon Mamalis & Ifigeneia Mylona, 2020. "Knowledge Assessment of COVID-19 Symptoms: Gender Differences and Communication Routes for the Generation Z Cohort," IJERPH, MDPI, vol. 17(19), pages 1-16, September.
    11. Sima Ghazanfari & Ali Firoozzare & Daniela Covino & Flavio Boccia & Nadia Palmieri, 2024. "Exploring Factors Influencing Consumers’ Willingness to Pay Healthy-Labeled Foods at a Premium Price," Sustainability, MDPI, vol. 16(16), pages 1-20, August.
    12. Paweł Brzustewicz & Anupam Singh, 2021. "Sustainable Consumption in Consumer Behavior in the Time of COVID-19: Topic Modeling on Twitter Data Using LDA," Energies, MDPI, vol. 14(18), pages 1-20, September.
    13. Mir Misnad Sultana, 2024. "Factors Influence on Consumers’ Organic Food Purchasing Decisions: An Empirical Investigation in Bangladesh," International Journal of Science and Business, IJSAB International, vol. 33(1), pages 76-94.
    14. Paohui Lin & Hsientang Tsai & Tzuya Ho, 2020. "Food Safety Gaps between Consumers’ Expectations and Perceptions: Development and Verification of a Gap-Assessment Tool," IJERPH, MDPI, vol. 17(17), pages 1-17, August.
    15. Neiba Neiba & N. Tejmani Singh, 2024. "Effect of Green Marketing, Green Consumption Values and Green Marketing Approaches on Organic Purchase Intention: Evidence from the Manipur," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 18-31, September.
    16. Viktorija Grigaliūnaitė & Aušra Pažėraitė & Mantautas Račkauskas, 2023. "Save Myself or Others? The Influence of Attitude toward FMCG Products from Recycled Material on the Intention to Buy Them: Hidden Motives and the Role of Income," Sustainability, MDPI, vol. 15(15), pages 1-17, July.
    17. Karolina Woś & Lisa Marie Borghoff & Andrijana Horvat & Flavio Paoletti & Eleonora Saggia Civitelli & Ewa Rembiałkowska, 2022. "Preliminary Analysis of Voluntary Information on Organic Milk Labels in Four European Union Countries," Sustainability, MDPI, vol. 14(24), pages 1-18, December.
    18. Aleksandra Kowalska & Milena Bieniek, 2022. "Meeting the European green deal objective of expanding organic farming," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 17(3), pages 607-633, September.
    19. Elizabeth Emperatriz García-Salirrosas & Ángel Acevedo-Duque & Viviana Marin Chaves & Paula Andrea Mejía Henao & Juan Carlos Olaya Molano, 2022. "Purchase Intention and Satisfaction of Online Shop Users in Developing Countries during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(10), pages 1-14, May.
    20. Mubariz Mammadli, 2023. "Factors Driving Sustainable Consumption in Azerbaijan: Comparison of Generation X, Generation Y and Generation Z," Sustainability, MDPI, vol. 15(20), pages 1-21, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:6:p:2676-:d:1614684. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.