Question 1

What research gap does the study address?

Accepted Answer

Limited research has examined how customer perceived values relate to organic food consumption behaviour. The study focuses on this relationship in an emerging-economy context, especially India.

Question 2

How are customer perceived values modeled in the study?

Accepted Answer

Perceived health, hedonic, and social values are linked to green purchase attitude, and then to green purchase intention and green purchase behaviour using an extended value–attitude–behaviour hierarchy (VABH).

Question 3

What role does green purchase intention play?

Accepted Answer

Green purchase intention significantly influences green purchase behaviour toward organic fruits and vegetables. It also mediates the effect of green purchase attitude on green purchase behaviour.

Question 4

Which perceived value most strongly motivates organic fruit and vegetable purchases?

Accepted Answer

Hedonic value is identified as the strongest motivating reason for Indian customers to buy organic fruits and vegetables.