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The customers are demanding the products which are not only healthy but also clean and environment friendly i.e. call for sustainable consumption products. Therefore, this study aims to identify the important drivers of organic food purchase intention.

A cross-sectional research design involving the collection of primary data from 234 respondents was adopted in this study. Responses were gathered from the consumers of organic food representative of the Indian population. Structural equation modelling was applied to analyze data and validate the research model.

The findings of the study would help practitioners understand the factors leading to the purchase intention of organic food products in a growing consumer market. This knowledge would help them devise marketing and communication strategies to increase the consumption of organic food products.

The present study advances existing literature on organic food consumption by extending the theory of planned behaviour with factors, namely, environmental concern, convenience and trust, and establishing their role in developing the purchase intention for organic food products.

Los consumidores demandan productos no sólo saludables, sino también limpios y respetuosos con el medio ambiente, es decir, productos de consumo sostenible. Por lo tanto, este estudio pretende identificar los principales factores que influyen en la intención de compra de alimentos ecológicos.

En este estudio se adoptó un diseño de investigación transversal que incluía la recogida de datos primarios de 234 encuestados. Las respuestas procedían de consumidores de alimentos ecológicos representativos de la población india. Se aplicó un modelo de ecuaciones estructurales para analizar los datos y validar el modelo de investigación.

Las conclusiones del estudio ayudarán a los profesionales a comprender los factores que conducen a la intención de compra de productos alimentarios ecológicos en un mercado de consumidores en crecimiento. Este conocimiento les ayudaría a diseñar estrategias de marketing y comunicación para aumentar el consumo de alimentos ecológicos.

El presente estudio avanza la literatura existente sobre el consumo de alimentos orgánicos mediante la ampliación de la TPB con factores, a saber, la preocupación por el medio ambiente, la conveniencia y la confianza, y el establecimiento de su papel en el desarrollo de la intención de compra de productos alimenticios orgánicos.

顾客要求的产品不仅是健康的, 而且是清洁和环保的, 即呼吁可持续消费产品。因此, 本研究旨在确定有机食品购买意向的重要驱动因素。

本研究采用横断面研究设计, 从234名受访者中收集原始数据。受访者的回答来自于代表印度人口的有机食品消费者。采用结构方程模型来分析数据并验证研究模型。

本研究的结果将有助于从业者了解在不断增长的消费市场中导致有机食品购买意向的因素。这些知识将帮助他们制定营销和沟通策略, 以增加有机食品的消费。

本研究通过扩展TPB的因素, 即环境关注、便利性和信任, 并确定它们在发展有机食品购买意向中的作用, 从而推进了现有的关于有机食品消费的文献。

This study aims to examine the effects of green marketing tools on tourists’ behavioural intention to buy green products by measuring individuals’ subjective norms, attitudes and perceived behavioural control.

A total of 421 international tourists from several tourist attractions in Malaysia, selected through convenience sampling, participated in a survey.

The analysis results using partial least squares structural equation modelling suggest that behavioural intention of international tourists is firmly influenced by attitude, perceived behavioural control, subjective norms and green marketing tools. However, the subjective norm does not work as a mediator.

The relationships established in this study provide insight into hoteliers’ knowledge for further implementation of green marketing strategies (eco-label, eco-brand, environmental advertising), which can enhance green attitudes and behavioural intention of purchasing green products in the hospitality industry.

This study expands the theory of planned behaviour by including green marketing tools to measure international tourists’ green buying tendency in Malaysia.

This study aims to compare online review characteristics, review length and review sentiment score between “organic” and “regular” food products. In addition, variations in the consumer sentiment scores across the review lengths are studied.

This study fits into the descriptive research design. From Amazon’s website, the consumer product reviews are scrapped. Using the text analytical package “sentiment” in R-Studio, we computed the sentiment scores and counted the number of words in each review. The mean sentiment scores and mean review length are compared for regular and organic products using one-way ANOVA. Sentiment score variation across review length and product class is studied through factorial ANOVA. Sample reviews of ghee and honey are used to test the hypotheses.

The review length shows a significant difference between the regular and organic products. The mean number of words in the regular products reviews is significantly lower than the mean number of words in the organic product reviews. The regular products’ mean sentiment score is significantly lower than the mean sentiment score of organic products. The mean sentiment scores are not consistent between ghee and honey. Sentiment scores are better for organic honey and regular ghee products. For regular ghee products, longer reviews result in lower sentiment scores. For regular and organic versions of honey, longer reviews are associated with better sentiment scores.

This study did not include the helpfulness of a review and the demographic data of the reviewers.

Sentiment scores’ variations across the regular and organic and product categories such as ghee and honey give a comprehensive feedback to the firms. It also indirectly communicates a brand’s evaluation by the consumers and the performance feedback for an upward extension like the organic category.

Studies on organic category give feedback for environment-friendly products and consumer attitude shift towards safer products.

Very limited studies have reported the upward line extensions. The authors study the upward line extension organic and associated sentiment scores variation. The role of review length and its systematic influence on the sentiment scores, variations in the review due to the product nature (organic/regular) are unique contributions of this study.