Exploring the role of consumer ethnocentrism in predicting the purchase intention for locally produced organic food in an emerging market

PurposeThe current study investigates the role of consumer ethnocentrism (CE) in the context of locally produced organic food. This research work further extends the extended theory of planned behavior (TPB) model by examining the mediating effect of extended TPB variables (ATT, SN, PBC, PV) between CE and PI for locally produced organic food.Design/methodology/approachData were obtained from the visitors of two shopping malls situated in a large, heavily populated city of India using survey method. Further, two-step approach was applied to analyze the hypothesized model.FindingsFindings indicate that CE is a substantial determinant of PI for locally produced organic food. Moreover, extended TPB mediates the relation between CE and PI for locally produced organic food.Practical implicationsPost Covid-19, market size of organic food is rapidly growing in India. In this regard, this study presents useful implications for the marketers of organic food for gaining better consumer insights to further develop appropriate marketing strategies.Originality/valueCE has been found to be a useful predictor of their food attitudes. However, studies, investigating the role of CE in the context of sustainable food consumption, are scant. Moreover, studies exploring the mediating effect of extended TPB variables are also very limited.