DefinePK

Abstract

This study investigates the impact of health consciousness and food safety concerns on the intention to purchase organic food in Pakistan. With rising global demand for organic products driven by health and environmental awareness, this research aims to identify key factors influencing consumer behavior in an emerging market context. A quantitative approach was employed, utilizing a correlational research design. Data was collected via an online survey from 254 health-conscious Pakistani consumers using a 5-point Likert scale questionnaire adapted from prior studies. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze the data, assessing reliability, validity, and path coefficients. Findings reveal a significant positive relationship between health consciousness, food safety perceptions, and organic food purchase intentions. The study highlights that consumer shifts toward organic products are primarily motivated by health and safety concerns, aligning with global trends. These insights can help marketers and policymakers promote organic food adoption in Pakistan. The research contributes to understanding consumer behavior in developing markets, suggesting strategies to enhance organic food accessibility and awareness.