Healthy and environmentally friendly food is a subject of increasing prominence all around the world, and especially so in developing countries such as India, where consumption of agricultural goods produced in a sustainable environment with a low reliance on pesticides, antibiotics, hormones, and genetic manipulation is a real challenge. Consumer interest in green food items is increasing as safety and health concerns grow, and researchers are calling for further investigation of green food consumer behavior. Although a large number of research was done on environmental performance in industrialized countries, very little research has been conducted among Indian consumers. Furthermore, the gap between intention to consume green food products and actual behavior remains under-investigated. This gap can be investigated through the prism of theory of planned behavior (TPB). This theory has been widely used in green consumer studies: it seeks to explain how individuals make decisions and take actions based on their attitudes, beliefs, and perceived behavioral control. However, the TPB has not been extended to account for cultural values (i.e., Hofstede’s cultural framework), which can play an important role in shaping consumer attitudes and behaviors. Therefore, this research investigates the application of the extended TPB model in the context of green food products with a quantitative survey among Indian consumers (N=387). The results show that long-term (health) orientation and collectivism influence both green purchase intention and behavior. This effect is explained by subjective norms, perceived value, and environmental attitudes of the consumers.

• Samriti Mahajan(School of Commerce and Management Lingaya's Vidyapeeth, India)
• Justin Paul(University of Puerto Rico, USA)
• Daria Plotkina(EM Strasbourg Business School, University of Strasbourg, France)