CONSUMERS' BUYING BEHAVIOUR ATTITUDES AND PURCHASE INTENTION TOWARDS GREEN FOOD PRODUCTS

The objective of this research was to understand and analyse the impact of the constructs of Green Perceived Value (GVP) on Attitudes of Consumers towards Green Food Products and their intention to buy. The hypothetical study framework espoused four exogenous variables from Green Perceived Value like Functional Value, Conditional Value, Social Value and Emotional Value and two endogenous variables like attitudes of consumers towards purchasing green food products and purchase intention and studied the relationships between them. 250 respondents were taken for the study. The study employed Confirmatory Factor Analysis and Structural Equation Modelling to examine the relationships between the constructs. The results revealed that all the dimensions of GPV had exerted positive and significant impact on consumers' attitudes, impacting the buying intention in the process. Finally, practical implications in the domain of buying behaviours of green food products and suggested strategies for marketers, have also been discussed.