Antecedents to Organic Tea Buying Behavior and Consumption Among Millennials in India : Through the Lens of Theory of Planned Behavior

Authors

  •   Nilesh Kate Associate Professor, Pune Institute of Business Management, Pune, Gut No. 605/1 Mukaiwadi Road, Pirangut, Tal - Mulshi, Paud, Pune - 412 115, Maharashtra
  •   Prashant Chaudhary Associate Professor (Corresponding Author), WPU School of Business, Dr. Vishwanath Karad MIT World Peace University, Pune, Survey No. 124, Paud Rd, Kothrud, Pune - 411 038, Maharashtra
  •   Mahendra More Assistant Professor, Pune Institute of Business Management, Pune, Gut No. 605/1 Mukaiwadi Road, Pirangut, Tal - Mulshi, Paud, Pune - 412 115, Maharashtra

DOI:

https://doi.org/10.17010/ijom/2024/v54/i1/173382

Keywords:

organic tea

, organic food, sustainability, buying behavior, marketing management, brand management, circular economy, climate change, healthy lifestyle

Paper Submission Date

, September 30, 2022, Paper sent back for Revision, August 11, 2023, Paper Acceptance Date, September 15, Paper Published Online, January 15, 2024

Abstract

Purpose : The purpose of the study was to leverage the unique approach of the theory of planned behavior (TPB) to evaluate and comprehend the consumer attitude and buying behavior toward organic tea in India by using the structural equation model.

Methodology : Primary data were collected by interviewing 470 respondents from diverse backgrounds and demographic profiles. The acquired data were then subjected to structural equation modeling (SEM) and partial least squares analysis methods. Actionable insights were extracted from analyzing consumer attitudes and purchasing behavior about organic tea.

Findings : It was shown that the majority of millennials favored organic tea. The perceived value was greatly influenced by trust, environmental concerns, perceived quality, perceived price, benefits connected to “health, beauty, and wellness,†and product features. It was discovered that consumer knowledge, environmental concerns, and personal and subjective norms significantly influenced consumers’ attitudes and purchasing decisions about organic tea.

Practical Implications : This research provided insightful information that may be used to create marketing and branding plans for organic tea. It unquestionably offered guidance and suggestions on advancing the ecosystem for organic tea and its use.

Originality : This research was innovative in that it used the TPB model and expanded upon it to determine the critical elements influencing millennials’ attitudes, preferences, and purchasing behaviors regarding organic tea.

Downloads

Download data is not yet available.

Downloads

Published

2024-01-01

How to Cite

Kate, N., Chaudhary, P., & More, M. (2024). Antecedents to Organic Tea Buying Behavior and Consumption Among Millennials in India : Through the Lens of Theory of Planned Behavior. Indian Journal of Marketing, 54(1), 44–62. https://doi.org/10.17010/ijom/2024/v54/i1/173382

Issue

Volume 54, Issue 1, January 2024

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl & J. Beckmann (eds.), Action control (pp. 11–39). SSSP Springer Series in Social Psychology. Springer. https://doi.org/10.1007/978-3-642-69746-3_2

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice-Hall.

Asif, M., Xuhui, W., Nasiri, A., & Ayyub, S. (2018). Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis. Food Quality and Preference, 63, 144–150. https://doi.org/10.1016/j.foodqual.2017.08.006

Askew, K. (2020, May 6). Organic food's coronavirus boost: 'Health crises have a long term impact on consumer demand'. FoodNavigator. https://www.foodnavigator.com/Article/2020/05/06/Organic-food-gets-coronavirus-boost

Balaji, V., & Injodey, J. I. (2017). Organic food products: A study on perceptions of Indian consumers. Indian Journal of Marketing, 47(1), 26–40. https://doi.org/10.17010/ijom/2017/v47/i1/108808

Caputo, V., Van Loo, E. J., Scarpa, R., Nayga Jr., R. M., & Verbeke, W. (2018). Comparing serial, and choice task stated and inferred attribute non-attendance methods in food choice experiments. Journal of Agricultural Economics, 69(1), 35–57. https://doi.org/10.1111/1477-9552.12246

Chakraborty, D., & Dash, G. (2023). Using the consumption values to investigate consumer purchase intentions towards natural food products. British Food Journal, 125(2), 551–569. https://doi.org/10.1108/BFJ-12-2021-1334

Chakraborty, D., Rana, N. P., Khorana, S., Singu, H. B., & Luthra, S. (2023). Big data in food: Systematic literature review and future directions. Journal of Computer Information Systems, 63(5), 1243–1263. https://doi.org/10.1080/08874417.2022.2132428

Chakraborty, D., Siddiqui, M., & Siddiqui, A. (2023). Can entrepreneurial spirit accelerate local agri-food consumption: A mediation moderation analysis using theory of consumption values. Journal of International Food & Agribusiness Marketing, 35(4), 535–557. https://doi.org/10.1080/08974438.2022.2035882

Chaudhary, P. (2021). Royal Enfield: Preserving and leveraging legacy appeal while revamping brand imagery. Journal of Brand Strategy, 10(3), 243–258. https://www.henrystewartpublications.com/jbs/v10

Chaudhary, P., & Kate, N. (2023). The coalescence effect: Understanding the impact of customer value proposition, perceived benefits and climate change sensitivities on electric vehicle adoption in India. Business Strategy & Development, 6(4), 843–858. https://doi.org/10.1002/bsd2.282

Chen, J., & Lobo, A. (2012). Organic food products in China: Determinants of consumers' purchase intentions. The International Review of Retail, Distribution and Consumer Research, 22(3), 293–314. https://doi.org/10.1080/09593969.2012.682596

Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behaviour and purchase intention of organic food: A conceptual framework. Management of Environmental Quality, 31(6), 1515–1530. https://doi.org/10.1108/MEQ-01-2020-0014

Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org/short-reads/2019/01/17/wheremillennials-end-and-generation-z-begins/

Doanh, N. K., Thuong, N. T. T., & Heo, Y. (2018). Impact of conversion to organic tea cultivation on household income in the mountainous areas of Northern Vietnam. Sustainability, 10(12), 4475. https://doi.org/10.3390/su10124475

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. Addison – Wesley.

Future Market Insights. (2021). Organic tea market outlook 2022-2033. https://www.futuremarketinsights.com/reports/organic-tea-market#

Gangwar, H. (2018). Understanding the determinants of big data adoption in India: An analysis of the manufacturing and services sectors. Information Resources Management Journal (IRMJ), 31(4), 1–22. https://doi.org/10.4018/IRMJ.2018100101

Gefen, D., Straub, D., & Boudreau, M.-C. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4. https://doi.org/10.17705/1CAIS.00407

Grimm, M., Luck, N., & Steinhübel, F. (2023). Consumers' willingness to pay for organic rice: Insights from a non-hypothetical experiment in Indonesia. Australian Journal of Agricultural and Resource Economics, 67(1), 83–103. https://doi.org/10.1111/1467-8489.12501

Gujrati, J. (2022, May 27). Taking your brand to the world – A primer for D2C brands. ETBrandEquity.com. https://brandequity.economictimes.indiatimes.com/blog/taking-yourbrand-to-the-world-a-primer-for-d2c-brands/91819883

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Hazarika, P. (2020). Organic farming as a means of sustainable agriculture practice in India. International Journal of Management (IJM), 11(12), 2074–2080. https://doi.org/10.34218/IJM.11.12.2020.194

IMARC Group. (2022). India tea market: Industry trends, share, size, growth, opportunity and forecast 2022-2027. https://www.imarcgroup.com/india-tea-market

Jain, R. (2022). Impact of the pandemic on consumer behavior and business strategy in India. Indian Journal of Marketing, 52(2), 23–33. https://doi.org/10.17010/ijom/2022/v52/i2/168152

Janssen, M., & Hamm, U. (2012). Product labelling in the market for organic food: Consumer preferences and willingness-to-pay for different organic certification logos. Food Quality and Preference, 25(1), 9–22. https://doi.org/10.1016/j.foodqual.2011.12.004

Jose, H., & Koshy, M. P. (2018). Factors influencing young consumers of organic food products to lead a healthy lifestyle. Indian Journal of Marketing, 49(10), 7–19. https://doi.org/10.17010/ijom/2018/v48/i10/132323

Kataria, Y. S., Krishna, H. G., Tyagi, V. K., & Vashishat, T. (2019). Consumer buying behavior of organic food products in India through the lens of planned behavior theory. Research Journal of Humanities and Social Sciences, 10(1), 60–67. https://doi.org/10.5958/2321-5828.2019.00011.1

Kate, N., & More, M. (2018). Consumer insights towards organic tea in India: A systematic review. Journal of Management Research and Analysis (JMRA), 5(4), 116–119.

Khan, N., & Mukhtar, H. (2019). Tea polyphenols in promotion of human health. Nutrients, 11(1), 39. https://doi.org/10.3390/nu11010039

Khosla, P. K., Mittal, M., Sharma, D., & Goyal, L. M. (Eds.). (2021). Predictive and preventive measures for Covid-19 pandemic. Springer. https://doi.org/10.1007/978-981-33-4236-1

Kumari, S., & Raj, S. (2020). Organic farming: Path for sustainable ecosystem (Discussion Paper 17). National Institute of Agricultural Extension Management (MANAGE). https://www.manage.gov.in/publications/discussion%20papers/MANAGE_Discussion%20Paper%2017.pdf

Kushwah, S., Dhir, A., Sagar, M., & Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143, 104402. https://doi.org/10.1016/j.appet.2019.104402

Le-Anh, T., & Nguyen-To, T. (2020). Consumer purchasing behaviour of organic food in an emerging market. International Journal of Consumer Studies, 44(6), 563–573. https://doi.org/10.1111/ijcs.12588

Liang, R.-D. (2016). Predicting intentions to purchase organic food : The moderating effects of organic food prices. British Food Journal, 118(1), 183–199. https://doi.org/10.1108/BFJ-06-2015-0215

Linge, A., Singh, M., Kakde, B., & Punjani, K. K. (2022). Application of the theory of planned behaviour to predict college students' online purchase intention: A systematic review and meta-analysis. Indian Journal of Marketing, 52(12), 39–57. https://doi.org/10.17010/ijom/2022/v52/i12/172561

Mahmoudi, H., Farajpour, M., & Afrasiabi, S. (2021). The preferences of consumers for organic tea: Evidence from a stated choice experiment. Journal of the Saudi Society of Agricultural Sciences, 20(4), 265–269. https://doi.org/10.1016/j.jssas.2021.02.006

Mehra, S., & Ratna, P. A. (2014). Attitude and behaviour of consumers towards organic food: An exploratory study in India. International Journal of Business Excellence (IJBEX), 7(6), 677–699. https://doi.org/10.1504/IJBEX.2014.065503

Mishra, S., & Kar, B. (2023). Exploring compassion-buying behavior among demographic segments during COVID-19. Indian Journal of Marketing, 53(5), 41–56. https://doi.org/10.17010/ijom/2023/v53/i5/172726

Mohamed, M. A., Chymis, A., & Shelaby, A. A. (2012). Determinants of organic food consumption in Egypt. International Journal of Economics and Business Modeling, 3(3), 183–191.

Mordor Intelligence. (2022). Asia-Pacific organic tea market—Growth, trends, Covid-19 impact, and forecasts (2022-2027). https://www.mordorintelligence.com/industryreports/asia-pacific-organic-tea-market

Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of Consumer Marketing, 32(3), 167–175. https://doi.org/10.1108/JCM-10-2014-1179

Nagaraj, S. (2021). Role of consumer health consciousness, food safety & attitude on organic food purchase in emerging market: A serial mediation model. Journal of Retailing and Consumer Services, 59, 102423. https://doi.org/10.1016/j.jretconser.2020.102423

Nandi, R., Bokelmann, W., Gowdru, N. V., & Dias, G. (2014). Consumer preferences and influencing factors for purchase places of organic food products: Empirical evidence from South India. Indian Journal of Marketing, 44(5), 5–17. https://doi.org/10.17010/ijom/2014/v44/i5/80374

Ojha, G., & Shakya, U. (2019). A study on factors affecting consumption of organic Tea: Evidence from consumers in Kathmandu Valley. Nepalese Journal of Management Science and Research (NJMSR), 3(2), 15–30. https://doi.org/10.53056/njmsr-2019.001.3

Paul, J., & Rana, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412–422. https://doi.org/10.1108/07363761211259223

Pillai, R., & Sivathanu, B. (2018). An empirical study on the adoption of M-learning apps among IT/ITeS employees. Interactive Technology and Smart Education, 15(3), 182–204. https://doi.org/10.1108/ITSE-01-2018-0002

Pishbahar, E., Mahmoudi, H., & Hayati, B. (2020). The survey of heterogeneity on organic products consumers' preferences using mixed logit and latent class models: (Case study organic tea consumers in Tehran). Journal of International Food & Agribusiness Marketing, 32(3), 220–233. https://doi.org/10.1080/08974438.2019.1599757

Popa, M. E., Mitelut, A. C., Popa, E. E., Stan, A., & Popa, V. I. (2019). Organic foods contribution to nutritional quality and value. Trends in Food Science & Technology, 84, 15–18. https://doi.org/10.1016/j.tifs.2018.01.003

Premi, H., Sharma, M., & Dangayach, G. S. (2021). Green marketing: A systematic literature review. Indian Journal of Marketing, 51(8), 39–57. https://doi.org/10.17010/ijom/2021/v51/i8/165761

Prodhan, F. A., Afrad, M. S. I., Haque, M. E., Hoque, M. Z., Rokonuzzaman, M., Mohana, H. P., & Pervez, A. K. M. K. (2023). Factors driving the adoption of organic tea farming in the northern region of Bangladesh. Research in Globalization, 7, 100145. https://doi.org/10.1016/j.resglo.2023.100145

Raj, V. A., & Rai, U. K. (2018). Factor influencing consumers attitude towards organic products. IUJ Journal of Management, 6(2), 46–50.

Rajeswari, P., & Vijai, C. (2020). The impact of COVID-19 on consumers behavior in India. Sambodhi Journal, 45(3), 667–672.

Rana, J., & Paul, J. (2020). Health motive and the purchase of organic food: A meta-analytic review. International Journal of Consumer Studies, 44(2), 162–171. https://doi.org/10.1111/ijcs.12556

Ringle, C. M., da Silva, D., & Bido, D. de S. (2014). Modeling of structural equations using Smartpls. ReMark - Brazilian Marketing Magazine, 13(2), 56–73. https://doi.org/10.5585/remark.v13i2.2717

Sadiq, M., Adil, M., & Paul, J. (2023). Organic food consumption and contextual factors: An attitude–behavior–context perspective. Business Strategy and the Environment, 32(6), 3383–3397. https://doi.org/10.1002/bse.3306

Setboonsarng, S., & Gregorio, E. E. (2017). Achieving sustainable development goals through organic agriculture: Empowering poor women to build the future (ADB Southeast Asia Working Paper Series No. 15). Asian Development Bank. https://dx.doi.org/10.22617/WPS179123-2

Shin, Y. H., Moon, H., Jung, S. E., & Severt, K. (2017). The effect of environmental values and attitudes on consumer willingness to pay more for organic menus: A value-attitude-behavior approach. Journal of Hospitality and Tourism Management, 33, 113–121. https://doi.org/10.1016/j.jhtm.2017.10.010

Siddiqui, M., Chakraborty, D., & Siddiqui, A. (2023). Consumers buying behaviour towards agri-food products: A mixed-method approach. Journal of Retailing and Consumer Services, 73, 103349. https://doi.org/10.1016/j.jretconser.2023.103349

Sinha, E. (2022). Identifying enablers and outcomes of circular economy for sustainable development: A systematic literature review. Business Strategy & Development, 5(3), 232–244. https://doi.org/10.1002/bsd2.195

Sohn, S., Seegebarth, B., & Woisetschläger, D. M. (2022). The same only different? How a pandemic shapes consumer organic food purchasing. Journal of Consumer Behaviour, 21(5), 1121–1134. https://doi.org/10.1002/cb.2060

Srivastava, C., & Mahendar, G. (2018). Intention to adopt sustainable energy: Applying the theory of planned behaviour framework. Indian Journal of Marketing, 48(10), 20–33. https://doi.org/10.17010/ijom/2018/v48/i10/132325

Sriyakul, T., Sutduean, C., & Sirivanh, T. (2020). Can information and trust about organic food improve consumer's attitude toward buying in Thailand? World Food Policy, 6(1), 42–59. https://doi.org/10.1002/wfp2.12008

Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Behavioral reasoning perspectives on organic food purchase. Appetite, 154, 104786. https://doi.org/10.1016/j.appet.2020.104786

Terlau, W., & Hirsch, D. (2015). Sustainable consumption and the attitude-behaviour-gap phenomenon - Causes and measurements towards a sustainable development. International Journal on Food System Dynamics, 6(3), 159–174. https://doi.org/10.18461/1869-6945-14

Tian, H., Siddik, A. B., & Masukujjaman, M. (2022). Factors affecting the repurchase intention of organic tea among millennial consumers: An empirical study. Behavioral Sciences, 12(2), 50. https://doi.org/10.3390/bs12020050

To The, N., & Nguyen Tuan, A. (2019). Efficiency and adoption of organic tea production: Evidence from Vi Xuyen district, Ha Giang province, Vietnam. Asia-Pacific Journal of Regional Science, 3(1), 201–217. https://doi.org/10.1007/s41685-018-0092-2

Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase intention in developing countries and the moderating role of knowledge. Sustainability, 11(1), 209. https://doi.org/10.3390/su11010209

Xing, L., Zhang, H., Qi, R., Tsao, R., & Mine, Y. (2019). Recent advances in the understanding of the health benefits and molecular mechanisms associated with green tea polyphenols. Journal of Agricultural and Food Chemistry, 67(4), 1029–1043. https://doi.org/10.1021/acs.jafc.8b06146

Yi, M., Wu, X., Zhuang, W., Xia, L., Chen, Y., Zhao, R., Wan, Q., Du, L., & Zhou, Y. (2019). Tea consumption and health outcomes: Umbrella review of meta-analyses of observational studies in humans. Molecular Nutrition & Food Research, 63(16), 1900389. https://doi.org/10.1002/mnfr.201900389

Yormirzoev, M., Li, T., & Teuber, R. (2021). Consumers' willingness to pay for organic versus all-natural milk – Does certification make a difference? International Journal of Consumer Studies, 45(5), 1020–1029. https://doi.org/10.1111/ijcs.12622