[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-31915":3,"doc-seo-31915":27},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"file_id":15,"file_url":16,"file_type":17,"file_size":18,"view_count":4,"is_deleted":4,"is_public":19,"is_downloadable":19,"audit_status":19,"page_count":20,"language":21,"language_code":22,"table_of_contents":23,"faqs":24,"seo_title":13,"seo_description":14,"update_tm":25,"read_time":26},31915,1099514068365,"Aurelia","https://ap-avatar.wpscdn.com/avatar/10000253d8d9f28188e?_k=1776742907772140068",8,"Research & Report","Influence of Customer Perceived Values on Organic Food Consumption Behaviour: Mediating Role of Green Purchase Intention","Growing demand for organic foods contrasts with limited research linking customer perceived values to organic food consumption behaviour. Using cross-sectional survey data from 202 Indian customers and an extended value–attitude–behaviour hierarchy (VABH), the study applies PLS-SEM to test health, hedonic and social value effects on green purchase attitude, then on green purchase intention and green purchase behaviour for organic fruits and vegetables. Hedonic value emerges as the strongest driver. Green purchase intention mediates the relationship between attitude and behaviour.","cbCaiaKIkLUfEBpS","https://ap.wps.com/l/cbCaiaKIkLUfEBpS","pdf",1637793,1,14,"English","en","# Abstract\n# Introduction\n## Research gap and need for customer-dominant logic\n## Market context and organic food adoption in India\n## Value exploration and perceived values driving green buying\n## Health consciousness and hedonic value rationale","[{\"question\":\"What research gap does the study address?\",\"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\":\"How are customer perceived values modeled in the study?\",\"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\":\"What role does green purchase intention play?\",\"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\":\"Which perceived value most strongly motivates organic fruit and vegetable purchases?\",\"answer\":\"Hedonic value is identified as the strongest motivating reason for Indian customers to buy organic fruits and vegetables.\"}]",1780434233,35,{"code":4,"msg":28,"data":29},"ok",{"site_id":30,"language":22,"slug":31,"title":13,"keywords":32,"description":14,"schema_data":33,"social_meta":88,"head_meta":90,"extra_data":92,"updated_unix":25},105,"influence-of-customer-perceived-values-on-organic-food-consumption-behaviour-mediating-role-of-green-purchase-intention","",{"@graph":34,"@context":87},[35,52,66],{"@type":36,"itemListElement":37},"BreadcrumbList",[38,42,46,49],{"item":39,"name":40,"@type":41,"position":19},"https://docshare.wps.com","Home","ListItem",{"item":43,"name":44,"@type":41,"position":45},"https://docshare.wps.com/document/","Document",2,{"item":47,"name":12,"@type":41,"position":48},"https://docshare.wps.com/document/research-report/",3,{"item":50,"name":13,"@type":41,"position":51},"https://docshare.wps.com/document/influence-of-customer-perceived-values-on-organic-food-consumption-behaviour-mediating-role-of-green-purchase-intention/31915/",4,{"url":50,"name":13,"@type":53,"author":54,"headline":13,"publisher":56,"fileFormat":59,"description":14,"dateModified":60,"datePublished":60,"encodingFormat":59,"isAccessibleForFree":61,"interactionStatistic":62},"DigitalDocument",{"name":9,"@type":55},"Person",{"url":39,"name":57,"@type":58},"DocShare","Organization","application/pdf","2026-06-02",true,{"@type":63,"interactionType":64,"userInteractionCount":4},"InteractionCounter",{"@type":65},"ViewAction",{"@type":67,"mainEntity":68},"FAQPage",[69,75,79,83],{"name":70,"@type":71,"acceptedAnswer":72},"What research gap does the study address?","Question",{"text":73,"@type":74},"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.","Answer",{"name":76,"@type":71,"acceptedAnswer":77},"How are customer perceived values modeled in the study?",{"text":78,"@type":74},"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).",{"name":80,"@type":71,"acceptedAnswer":81},"What role does green purchase intention play?",{"text":82,"@type":74},"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.",{"name":84,"@type":71,"acceptedAnswer":85},"Which perceived value most strongly motivates organic fruit and vegetable purchases?",{"text":86,"@type":74},"Hedonic value is identified as the strongest motivating reason for Indian customers to buy organic fruits and vegetables.","https://schema.org",{"og:url":50,"og:type":89,"og:title":13,"og:site_name":57,"og:description":14},"article",{"robots":91,"canonical":50},"index,follow",{"doc_id":7,"site_id":30}]