Gender Based Multi Group Analysis for Organic Vegetables: An Empirical Investigation

A paradigm shift has begun in present dynamic India with regard to the purchase

intention of consumers on organic vegetables. This study investigated the impact of exogenous

latent variables namely, health concern, perceived behavioral control, environmental concern,

perception and subjective norms on the endogenous latent variable, purchase intention gender-wise.

The total sample size is 640. Data collected were done through a structured questionnaire consisting

of 5 rating Likert scale and a cross-sectional study has been done. Partial Least Square- Structural

Equation Modeling has been done by using second-generation software namely, Smart PLS 3 for

data analysis. The results show that constructs health concern, environmental concern and perception

has an association with purchase intention is more significant with males than females whereas, the

relationship between “subjective norms and purchase intention”. It is more significant in females than

males. But perceived behavioral control with purchase intention has no significance with both

genders. However, the present study does provide empirical support for the theorized relationships

of health concern, perceived behavioral control, environmental concern, perception, subjective norms,

attitude and purchase intention.