Exploring the Compelling Components with Consumer Organic Food Purchase Intention and Intention Behavior Gap in Covid-19: Evidenced from Pakistan

The purpose of this study is to identify the factors which affect organic food purchasing and to explore the factors in which Covid-19 affects consumers’ purchase intention regarding organic food. The study started with an exploratory exercise, whereby in-depth interviews were conducted with Eighteen customers, using mall intercept techniques. Thematic analysis was used to examine data. The study results showed that cost, perceived value, social values, health consciousness, and purchase behaviour, Covid-19 have a positive impact on consumers’ purchase intentions. The findings of this study will help to Improve distribution channels to extend their competitiveness in the organic food market in Pakistan. Prices are high with other conventional food because the production of organic food is low in Pakistan, That’s why producers demand higher prices. On the consumer side, if he is prepared to pay higher prices, he wants to make sure the food is Organic. The reason is that there is no authentication, and certification of organic food production is a major issue, in Pakistan, no institution gives surety that organic food farms are registered from a specific year. Government should give certification, in this way when consumers satisfy then consumers intentions toward organic food purchasing should become higher. Government should Promote Organic fertilizer and its production, that’s why prices of green food items become less.