Comparing organic food preferences of American and Indian consumers

Dr Bharadhwaj

A paper titled “Organic food preferences: A comparison of American and Indian consumers” has been published by Prof Bharadhwaj Sivakumaran, Dean- SEAMS, SRM University-AP, Kirubaharan Boobalan (SSN College of Engineering), and Margaret Susairaj (Great Lakes Institute of Management, Chennai) in the journal Food Quality and Preference having an Impact Factor of 5.6.

This research tests a nomological model predicting organic food attitudes and purchase intentions in USA and India. Data were collected from India (n = 687) and the USA (n = 632) using Amazon M Turk and were analyzed using structural equation modelling and multi-group moderation technique. Results revealed that over and above attitude, subjective norm and perceived behavioural control, response efficacy and self-expressive benefits significantly affect consumers’ attitudes and purchase intentions toward organic food among American and Indian consumers. Findings reveal that response efficacy and attitude matter more in the USA while subjective norms and self-expressive benefits exert a greater influence in India. Therefore, marketers may reinforce belief-related elements while selling organic food products in the USA and societal-related elements while selling in India. Theoretically, this work adds to the Theory of Planned Behavior by adding self-expressive benefits and develops a common model for organic food across samples in USA and India.

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