Role of Health Literacy in Shaping Consumer Organic Purchase Intention: A TPB-based Perspective

Purpose: The study aims to examine the organic food purchase intention of the consumer in the naïve organic market of Pakistan. Further, the study establishes the moderating role of price elasticity between TPB and consumer purchase intention. Design/Methodology/Approach: 440 responses were considered for data analysis. SEM (Structural Equation Modeling) is used to study the measurement and structural model. Findings: The organic attitude is a prime predictor of consumer purchase intention towards organic food products. In light of the theory of planned behaviour (TPB) study helps to understand the primary perspectives of consumer purchase intention of the organic food in the Pakistani market that is price sensitive. Implications/Originality/Value: This study makes a theoretical contribution to the theory of planned behaviour and practical contribution to the policymakers to shift the farmer focus towards the organic farming practices due to lucrative profit margins and at the same time working on the primary health knowledge to enhance the health-related literacy.