




































AGORA International Journal of Economical Sciences, http://univagora.ro/jour/index.php/aijes 

ISSN 2067-3310, E-ISSN 2067-7669 

Vol. 19, No. 1 (2025), pp. 145-153 

 

145 
 

NOVEL OPPORTUNITIES FOR PURCHASING INTENTION OF ORGANIC 

FOODS: IDENTIFYING HOW HEALTH AWARENESS, PERCEIVED HEALTH 

VALUE, AND THE ANTECEDENTS OF THE TECHNOLOGY ADOPTION MODEL 

(TAM) AFFECT CONSUMERS' PURCHASE INTENTION 

 

S. KHAN 

 

Sablu Khan 

Aligarh Muslim University, India  

https://orcid.org/0000-0002-6155-4280, E-mail: sablumba@gmail.com  

 

Abstract: It is becoming more and more important to comprehend how customers 

purchase health friendly organic goods. The goal of the current study is to evaluate 

consumers' buying intentions regarding healthy products (or health friendly) shopping. This 

study also looks at how customer intentions to buy organic products are influenced by health 

awareness, perceived value of organic products, perceived usefulness, and attitude toward 

utilizing them. Moreover, the research expands upon Davis's (1989) Technology Adoption 

Model (TAM) by including exogenous factors such as perceived health value and 

environmental awareness. This study has been conducted through data collection via a 

Google form survey from 260 customers. With the collected data, structural equation 

modeling (SEM) and validity and reliability testing were carried out. The current study's 

findings demonstrate that attitudes toward utilizing organic products are positively and 

differently impacted by environmental awareness and perceived health value. The study also 

discovered that consumers' intentions to acquire organic food products are significantly 

influenced by their attitudes and perceptions of their utility. The current work has 

implications that benefit academicians, marketers, consumers, and policy makers. 

Keywords: Organic food products; Health awareness,Perceived health value, 

perceived usefulness, attitude. 

 

1. Introduction 

Health awareness and perceived health value are pivotal in shaping consumers’ 

intentions to purchase organic foods. The organic food sector in India is experiencing a 

significant transformation, driven by increasing health consciousness, environmental 

concerns, and technological advancements. In 2024, the Indian organic food market reached a 

valuation of approximately USD 1,917.4 million, with projections indicating a growth to 

USD 10,807.9 million by 2033, reflecting a compound annual growth rate (CAGR) of 

20.13% (IMARC Group, 2024; Business Wire, 2024). This surge is attributed to a growing 

awareness among consumers about the health benefits of organic products and the adverse 

effects of chemical pesticides and fertilizers. Government initiatives, such as the 

Paramparagat Krishi Vikas Yojana (PKVY) and the National Programme for Organic 

Production (NPOP), have further bolstered this growth by promoting organic farming 

practices.  

https://orcid.org/0000-0002-6155-4280
mailto:sablumba@gmail.com


NOVEL OPPORTUNITIES FOR PURCHASING INTENTION OF ORGANIC FOODS: 

IDENTIFYING HOW HEALTH AWARENESS, PERCEIVED HEALTH VALUE, AND THE 

ANTECEDENTS OF THE TECHNOLOGY ADOPTION MODEL (TAM) AFFECT 

CONSUMERS' PURCHASE INTENTION 

 

146 
 

Health awareness has emerged as a pivotal factor influencing consumer behaviour 

towards organic food consumption. A study by the Expert Market Research highlighted that 

63% of Indian consumers are willing to pay a premium for organic food products, 

underscoring the perceived health benefits associated with these items. This inclination is not 

just limited to urban centers but is gradually permeating semi-urban and rural areas, 

indicating a nationwide shift in dietary preferences (Expert Market Research, 2024). The 

integration of health awareness with perceived health value plays a crucial role in shaping 

consumers’ attitudes and intentions towards purchasing organic foods.  

The Technology Adoption Model (TAM) offers a robust framework to understand the 

adoption of organic foods among consumers. According to TAM, perceived usefulness and 

perceived ease of use are primary determinants influencing individuals’ acceptance of new 

technologies or products (Khan & Khan, 2020). In the context of organic foods, perceived 

usefulness translates to the health benefits and environmental advantages these products 

offer. A study by Jaiswal and Singh (2024) emphasized that health consciousness, ecological 

trustworthiness, and functional value are significant drivers of purchase intention for organic 

food items in India. Understanding these antecedents can provide valuable insights into 

consumer behaviour and aid in formulating effective marketing strategies. The study seeks to 

address the following research questions: 

 How does health awareness influence consumers’ perceived value of organic foods? 

 What is the relationship between perceived health value and consumers’ attitudes 

towards organic food consumption? 

 How do the antecedents of the Technology Adoption Model affect consumers’ 

purchase intentions for organic foods? 

 What strategies can be implemented to enhance the adoption of organic foods among 

Indian consumers? 

The forthcoming section of this research paper will follow as literature review, 

research methodology, results and concluding remarks. 

 

1.1 Literature Review 

The TAM suggests that perceived usefulness and ease of use influence individuals’ 

adoption of new technologies. In the context of organic food, technological platforms like 

online marketplaces and mobile applications can impact purchase intentions. A study in India 

highlighted that trust, convenience, and environmental concern, facilitated by technological 

advancements, significantly influence consumers’ intentions to purchase organic foods 

(Kamboj & Kishor, 2024).  

1.1.1 Health Awareness  

Health consciousness significantly influences consumers’ decisions to purchase 

organic foods. Studies have shown that individuals with higher health awareness are more 

inclined to choose organic products due to their perceived health benefits. For instance, 

research conducted in India found that health consciousness positively affects consumers’ 

attitudes and intentions toward buying organic food (Singh & Verma, 2017). Similarly, a 



Sablu KHAN 

147 
 

study in New Zealand and Fiji revealed that health consciousness strengthens the relationship 

between self-risk perception and purchase intention of organic foods (Devi et al., 2023).  

Health consciousness significantly influences consumer attitudes toward organic food. 

Devi et al. (2023) found that individuals with heightened health awareness are more inclined 

to purchase organic products, perceiving them as healthier alternatives. This health 

consciousness not only directly affects purchase intentions but also moderates the 

relationship between self-risk perception and purchasing behaviour. Similarly, Kamboj and 

Kishor (2024) observed that in India, health and hedonic values substantially impact attitudes 

toward organic food, with health awareness enhancing the attitude-intention linkage, 

especially when consumers are exposed to food safety information.  Health-conscious 

individuals are more likely to form favorable attitudes toward organic products due to 

perceived health benefits and safety. Devi et al. (2023) emphasize that health awareness 

directly contributes to positive consumer attitudes and organic purchase intentions. 

 

1.1.2 Perceived Health Value  

Perceived health value, or the belief that organic foods offer superior health benefits, 

is another critical determinant of purchase intention. Consumers often associate organic foods 

with higher nutritional content and safety, leading to increased willingness to pay premium 

prices (Watanabe et al., 2020). In Brazil, functional and emotional values related to health 

were found to positively affect consumer trust and purchase intention toward organic foods 

(Watanabe et al., 2020).  

Perceived value—encompassing functional, emotional, and social dimensions—plays 

a pivotal role in shaping consumer trust and purchase intentions. Watanabe et al. (2020) 

demonstrated that functional and emotional values positively influence consumer trust, with 

emotional value directly motivating purchase intentions. In the Indian context, Kamboj and 

Kishor (2024) highlighted that hedonic value exerts a stronger influence than health value on 

green purchase attitudes, suggesting that consumers derive significant pleasure and 

satisfaction from consuming organic products.   Perceived value, including emotional and 

functional aspects, positively impacts consumer attitudes. Watanabe et al. (2020) found that 

consumers who see high value in organic products tend to form stronger positive attitudes. 

 

1.1.3 Perceived Usefulness 

Perceived usefulness, often linked to the functional benefits of organic products, is 

crucial in attitude formation. Roh et al. (2022) integrated the Theory of Consumption Value 

and the Theory of Reasoned Action to reveal that green perceived value significantly affects 

consumer attitudes and trust, which in turn influence purchase intentions. Their study 

underscores the importance of consumers’ perceptions of the utility and benefits of organic 

products in shaping positive attitudes.  Health awareness strengthens the impact of perceived 

usefulness on attitudes. Consumers who are aware of health risks are more likely to value and 

appreciate the functional benefits of organic food (Roh et al., 2022; Khan & Khan 2018).  

Perceived usefulness, tied to health and environmental benefits, significantly influences 

attitudes. According to Roh et al. (2022), perceived usefulness is a key determinant in 

shaping positive consumer attitudes toward green products. 

1.1.4 Attitude towards Utilizing Organic Products 



NOVEL OPPORTUNITIES FOR PURCHASING INTENTION OF ORGANIC FOODS: 

IDENTIFYING HOW HEALTH AWARENESS, PERCEIVED HEALTH VALUE, AND THE 

ANTECEDENTS OF THE TECHNOLOGY ADOPTION MODEL (TAM) AFFECT 

CONSUMERS' PURCHASE INTENTION 

 

148 
 

Consumer attitudes toward organic products are influenced by a combination of 

perceived value, quality, and price. A recent study in India by Chandra et al. (2024) found 

that perceived price and quality are significant mediators in the relationship between attitude 

and purchase intention. This suggests that while consumers may have a positive attitude 

toward organic products, their actual purchasing decisions are contingent upon their 

perceptions of the product’s value proposition.   

Figure 1: Conceptual Model 

 

 

 

 

 

 

 Source: Prepared by Author 

Based on the above literature review, the following four hypotheses have been 

formulated for the study.  

H1: Health awareness has a positive and significant impact on consumer attitude toward 

utilizing organic products. 

H2: Perceived value of organic products has a positive and significant impact on 

consumer attitude toward utilizing organic products. 

H3: Perceived usefulness of organic products positively influences consumer attitude 

toward utilizing organic products. 

H4: A positive attitude toward utilizing organic products significantly influences the 

intention to purchase organic products. 

 

2. Research Methodology 

To carry out this study, five dimensions i.e.  Health Awareness, Perceived Value, 

Perceived Usefulness, Attitude toward Utilizing Organic Products and Purchase Intention 

have been considered. Questionnaire has been adapted from the previous studies based on 7-

point Likert scale (1 = Strongly Disagree, 7 = Strongly Agree).  

The survey to collect the responses was carried out online from the respondents who 

have experience of shopping organic food items from December 2024 to February 2025. 

  Table 1: Questionnaire Adaptation 

Items Dimension Source 

I am highly concerned about my health. Health 

Awareness 

Adapted from 

Devi et al., 

2023 

I regularly monitor my diet for health reasons. 

I actively seek out information about healthy food. 

I avoid foods that may have harmful ingredients. 

My health is a primary concern when making food 

choices. 

Organic products offer good value for money. Perceived Value Adapted from 



Sablu KHAN 

149 
 

I believe the benefits of organic products justify 

their price. 

of Organic 

Products 

 

 

Watanabe et 

al., 2020 

Organic products improve my quality of life. 

I feel emotionally satisfied when I consume 

organic products. 

I trust that organic food is better for the 

environment. 

Organic products help me maintain a healthy 

lifestyle. 

 

 

Perceived 

Usefulness 

 

 

Adapted from 

Roh et al., 

2022; Khan, 

A., & Khan, 

S. (2022). 

Organic food is more beneficial than non-organic 

food. 

Eating organic reduces my exposure to harmful 

substances. 

Organic products help in preventing health issues. 

I find organic products useful for my overall well-

being. 

Organic food improves my diet quality. 

I have a positive attitude toward organic products. Attitude 

Toward 

Utilizing 

Organic 

Products 

Adapted from 

Kamboj & 

Kishor, 2024 

I think consuming organic products is a good idea. 

I enjoy buying organic products. 

I feel good about using organic products. 

Organic products are an important part of a 

healthy lifestyle. 

I intend to buy organic products regularly in the 

future. 

Purchase 

Intention 

Adapted from 

Ajzen. 1991; 

Khan (2024) I will make an effort to purchase organic products 

when available. 

I am likely to choose organic products over non-

organic ones. 

I intend to buy organic products regularly in the 

future. 

Source: Prepared by Author 

2.1 Sample attributes 

While portraying the monthly income, 30 (11.54%) respondents have their income 

less than ₹30,000, 60 (23.08%) respondents were in the range of income more than ₹30,000 

and less than ₹60,000 and around 63 percent respondent were having income greater than 

₹60,000. 

Table 2: Demographic Characteristics 

Characteristic Frequency Percentage 

Age Less than 20 55 21.15 

20-29 75 28.85 

30 -39 90 34.62 

40 and Above 40 40 15.38 



NOVEL OPPORTUNITIES FOR PURCHASING INTENTION OF ORGANIC FOODS: 

IDENTIFYING HOW HEALTH AWARENESS, PERCEIVED HEALTH VALUE, AND THE 

ANTECEDENTS OF THE TECHNOLOGY ADOPTION MODEL (TAM) AFFECT 

CONSUMERS' PURCHASE INTENTION 

 

150 
 

Gender Male  150 57.69 

Female 110 42.31 

Educational 

Background 

Graduation 125 48.08 

Post Graduate and Above 135 51.92 

Income Less than ₹30000 (~358 USD) 30 11.54 

₹30000-₹59,999 (~358 USD to 

716 USD) 

60 23.08 

₹60,000-₹89,999 (~716 USD to 

1074 USD) 

65 25 

₹90000 and more (~1074 USD 

and more) 

105 40.38 

Source: Prepared by Author based on responses 

The reliability of each dimension was measure through Chronbach’s alpha by using 

SPSS 25.0. It was found that value of α was greater than 0.7 For Each Variable i.e. Health 

Awareness (α=0.819), Perceived Value (α=0.861), Perceived Usefulness (α=0.798), Attitude 

towards utilizing (α=0.783), Purchase intention (α= 0.763). Therefore, the variables were 

considered for data analysis as per criterion given by Hair et al. (2010). Since, author has 

already adapted the tested items by the previous researchers, therefore, results of exploratory 

and confirmatory factor has not been reported in this paper. 

 

3. RESULTS  

Structural Equation Modelling (SEM) is employed for path analysis to measure the 

effects of study variables to assess the attitude towards utilising variables and intention to 

purchase.  SEM enables the researchers to assess the causal relationship between items and 

constructs as well as the inter-constructs average relationship. The path estimates for 

hypotheses testing have been calculated through AMOS 25.0, which shows the path estimates 

for the respective casual relationships. Further, the SEM model has been found a good fit as 

other statistics indicating values within limits (χ2=242.056, df = 104, χ2/df =2.327, CFI= 

.915, RMSEA=.06). Items under each construct were statistically significant with respective 

variable. Results of structural equation modelling have been indicated below in table 3. 

Indirect effects of these variables have been measured through the SPSS AMOS 25.0. 

 

Table 3: Results of Structural Equation Modeling 

Hypotheses Estimates C.R. p- value 

H1: Health Awareness Attitude towards Using 0.400 5.570 .000 

H2: Perceived Value Attitude towards Using 0.350 4.350 .000 

H3: Perceived Usefulness  Attitude towards Using 0.647 8.359 .000 

H4: Attitude towards Using  Purchase Intention 0.589 5.249 .000 

Source: By Researcher 



Sablu KHAN 

151 
 

 

Table 3 also displays the outcomes of the four hypotheses that this study put forth. 

According to Hypothesis 1, Health awareness is significantly positively impacts on attitude 

towards Using. The findings show that Indians' perceived usefulness is significantly 

influenced by environmental awareness (beta = 0.400, p < 0.00). Therefore, results are 

consistent with hypothesis 1.  

According to Hypothesis 2, perceived value is significantly positively impact on 

Attitude towards Using. According to the findings, perceived usefulness is significantly 

impacted by green perceived value (beta = 0.350, p <.05). The outcome does lend credence to 

hypothesis 2. The third hypothesis examined how attitudes toward using are greatly 

influenced by perceived usefulness. The analysis demonstrates a significant relationship 

between attitude toward using and perceived usefulness (beta = 0.647, p is less than 0.00). 

Therefore, hypothesis 3 is supported by the results. 

 Hypothesis 4 assumed that attitudes toward using exert substantial impact on 

purchase Intention. The output of regression analysis explains that Perceived Usefulness 

shows significant influence on purchase Intention (beta = 0.589, p < 0.00). Thus, hypothesis 4 

is supported.  

 

4. DISCUSSIONS/CONCLUSIONS 

This research has been conducted to assess the intention of consumers for purchase of 

organic food products. In this research, it has been found out that perceived usefulness, health 

awareness and ease of use play a key role for determining the purchase intention of 

consumers. For structural equation modelling, AMOS 25.0 has been employed as analytical 

tools. Further, reliability analysis was conducted with the help of SPPSS 25. Notably, our 

results portray that health awareness and health perceived value positively influence the 

attitude towards the organic food products. Presently, there is a much more focus on 

sustainable consumption to promote the environmentally friendly practices all over the world.  

These results are consistent with previous studies which indicate that health and 

environmental awareness positively influence consumer attitudes (Hoang & Tung, 2024; 

Toros et al., 2023). Therefore, customers are more aware to adopt such practices and find the 

health perceived value useful for attitude formation. Perceived value significantly positively 

impacts attitude towards using. This outcome is in line with previous literature, where green 

perceived value was found to affect attitudes toward eco-friendly behaviour and products 

(Raksadigiri & Wahyuni, 2020; Braimah et al., 2022). Perceived usefulness greatly 

influences attitudes toward using. These results highlight the pivotal role of perceived 

usefulness in shaping user attitudes (Toros et al., 2023; Raksadigiri & Wahyuni, 2020). In 

this study, attitudes toward using significantly influenced on purchase intention. This result is 

well supported by existing literature that underscores attitude as a crucial antecedent to 

consumer purchasing behaviour (Shastry & Dayananda, 2020; Hoang & Tung, 2024). 

Further, policies of all government are incorporating the use of organic products so that little 

harm may be recorded to the on the human health. Though, this research has been conducted 

carefully. Further, the market of organic food items in India is in development stage.  



NOVEL OPPORTUNITIES FOR PURCHASING INTENTION OF ORGANIC FOODS: 

IDENTIFYING HOW HEALTH AWARENESS, PERCEIVED HEALTH VALUE, AND THE 

ANTECEDENTS OF THE TECHNOLOGY ADOPTION MODEL (TAM) AFFECT 

CONSUMERS' PURCHASE INTENTION 

 

152 
 

Therefore, the respondent experience may not have such level. Future research may 

be done with moderating effect based on socio-economic variables. Further, cross country 

research may be done by the researcher based on these variables. 

 

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