Organic consumerism: A comparison between India and the USA

This study is an investigation of consumer perceptions relating to organic food products based on the factors of the theory of planned behaviour and protection motivation theory with consideration of the variances in culture and economic conditions in two different countries viz. India and the USA. The study also examines how these factors affect consumers purchase intention of organic food in developing (India) and developed (USA) countries. Results of multi-group moderation and multi-group moderated mediation analysis with the data collected from India (n = 714) and the United States (n = 656) using an Amazon Mechanical Turk (MTurk) show the existence of significant difference in the proposed relationships viz. Responsive efficacy -> Attitude, Responsive efficacy -> Purchase intention, Responsive efficacy -> Perceived behvioural control, Attitude -> Purchase intention, and Perceived behvioural control -> Attitude with respect to the country type (i.e. India and USA). Further, attitude and perceived behavioural control perfectly act as mediators for both the country samples. Outcomes of this study recommend for marketers and promoters of organic food products to consider the consumer culture and settings behind the landscape they live in.