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Organic food industry is trending with blooming profits and market revenues. Many reasons have emerged for this growth in the industry: health conscious consumers, more awareness due to globalization, increased access to newer products and health variants of conventional food, environment protection and animal welfare concerns, and ethical motives. The practice of companies targeting the ‘ecological consumers’ who can
pay a premium for organic food is more than what it was five years ago. The increase in eco-friendly people along with the shift from a ‘producer-oriented market’ to a ‘consumer-oriented market’ is signalling an increase in the demand of organic food. Extant research has shown varied results in terms of health
consciousness, food safety concerns, gender differences, and ecological awareness. However, there are limitations and gaps in them like small sample size, rural and suburban difference, varied age differences, and vague assumptions to list a few.
In the current research, these gaps are fulfilled by testing a sample of over 4000 participants on the effects of subjective-norms, moral-norms, gender difference, and attitude on intentions to purchase organic tomatoes. The findings suggested that people tend to act based on their subjective-norms more than their moral-norms. In short, people would intend to buy more organic food if they see others (whom they value) buy it. Another interesting finding of this study highlighted the close difference between men and women for intention to purchase organic tomatoes. Even though women had a higher result to buy organic food, men were not far behind. Lastly, attitude of the population was tested. As many researchers have previously noted, the attitude has a large effect on intention behaviour. Companies that are looking to capture the ecological
consumers should look out to these findings and plan their marketing activities opportunistically to increase their revenues and profits.