Author(s): Vijay Nandal

Abstract: Sustainability has emerged as a critical determinant of responsible consumption, driving the growing preference for environmentally friendly alternatives such as organic products. This study investigates the relationship between purchase intention and actual purchasing behaviour of organic products, with a specific focus on the intention–behaviour gap from a sustainability perspective. Grounded in the Theory of Planned Behaviour, the research analyses the role of attitude, subjective norms, and perceived behavioural control in shaping consumer intentions and behaviour. The data were analysed using Spearman’s rank correlation and regression techniques to examine the relationships among the variables. The results indicate that attitude and perceived behavioural control are significant predictors of purchase intention, whereas subjective norms exert a relatively weaker influence. Additionally, purchase intention was found to have a strong and positive effect on actual purchasing behaviour among young consumers. The study enriches existing literature by offering deeper insights into consumer decision-making processes and provides practical implications for marketers and policymakers aiming to encourage sustainable consumption practices.

Keywords: Attitude, Behaviour, Perception, Consumption, Youth.

DOI:10.61165/sk.publisher.v12i2.2

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Bridging the Intention-Behaviour Gap in Organic Product Consumption: A Sustainability Perspective

Pages:8-15