Exploring Determinants of theory of Planned Behavior in Understanding Green Consumption in Organic Food Industry of Pakistan: Emphasizing Role of Environmental Knowledge and Perceived Price as Key Determinants to Organic Food Consumption

Purpose: This research study presents empirical evidence supporting the practicality of the Theory of Planned Behavior (TPB) when it comes to predicting intentions and behaviors in Pakistan's organic food industry. The study builds upon prior research by conducting a comprehensive examination of the various components of the TPB.Design/Methodology/Approach: The data collection process involved selecting 350 consumers as the target sample using the purposive sampling technique. The data collection period spanned over a duration of two months. To analyze the data, Partial Least Squares Structural Equation Modeling (PLS-SEM) using Smart PLS 4.0 was employed.Implications/Originality/Value: The study highlights the importance of attitudes, subjective norms, and perceived behavioral control in predicting intentions related to organic food consumption. It provides theoretical contributions by extending the research on the TPB model, emphasizing the role of environmental knowledge as a moderator, and revealing insights into the significant relationship between attitude, subjective norms, perceived control behaviour and purchase intention and shows significant and positive impact of environmental knowledge between independent and dependent variables.