https://www.journaljesbs.com/index.php/JESBS/issue/feedJournal of Education, Society and Behavioural Science2026-06-03T07:52:07+00:00Journal of Education, Society and Behavioural Science[email protected]Open Journal Systems<p style="text-align: justify;"><strong>Journal of Education, Society and Behavioural Science (ISSN: 2456-981X)</strong>, publishes manuscripts with valuable insight to research, ideas and strategies of Education, Society & Behavioural Science. By not excluding papers based on novelty, this journal facilitates the research and wishes to publish papers as long as they are technically correct and scientifically motivated. The journal also encourages the submission of useful reports of negative results. This is a quality controlled, OPEN peer-reviewed, open-access INTERNATIONAL journal. This journal aims to publish high quality papers (<a href="/index.php/JESBS/general-guideline-for-authors">Click here for Types of paper</a>) in all below mentioned areas. </p>https://www.journaljesbs.com/index.php/JESBS/article/view/1494Role of Product Factors that Shape Consumer Attitudes toward Organic Fruits and Vegetables: A TPB Approach2026-06-03T07:52:07+00:00Uzma Ara[email protected]Asad Rehman<p><strong>Background: </strong>The global demand for organic fruits and vegetables is increasing due to rising health consciousness and environmental concerns. However, in emerging economies like India, adoption remains relatively limited due to cost barriers, accessibility constraints, and behavioural factors influencing consumer decision-making.</p> <p><strong>Purpose:</strong> This study explores how product attributes and behavioural factors influence consumer attitudes toward purchasing organic fruits and vegetables (OFV) in India. Despite rising interest in healthy and eco-friendly diets, the adoption of OFV remains limited. The research examines the effects of product price, quality, knowledge, and availability, alongside subjective norms and perceived behavioural control from the TPB (Theory of Planned Behaviour), to understand drivers of sustainable food choices.</p> <p><strong>Significance of the Study:</strong> This study uniquely integrates product-related attributes with psychological constructs from the TPB into a single empirical model. Unlike prior research that emphasised awareness or health motives, it highlights the combined role of product cues and behavioural factors in shaping consumer attitude toward OFV in India, offering context-specific evidence from a semi-urban retail environment.</p> <p><strong>Methodology:</strong> A quantitative design was employed, with data collected from OFV consumers in Aligarh, India. Constructs were measured using a structured questionnaire with a 5-point Likert scale. SEM with Amos tested the measurement and structural models, while CFA ensured validity and reliability. The sample comprised consumers familiar with organic products, ensuring informed responses.</p> <p><strong>Findings:</strong> Results show that product quality, knowledge, and availability significantly enhance consumer attitudes. SN and PBC also positively influence the role of social approval and ease of access. Price exerted a weaker effect, suggesting consumers prioritise authenticity and quality over cost. Overall, product attributes combined with TPB predictors effectively explain OFV purchase behaviour in India.</p> <p><strong>Practical & Policy Implications:</strong> The research offers concrete guidance for both marketers and policymakers to enhance the uptake of organic food ventures OFVs). Enhancing supply chain access, improving certification visibility, and delivering knowledge-based communication can reduce the attitude-behaviour gap. Emphasising quality, nutrition, and environmental benefits may attract value-driven consumers, while leveraging social influence through community initiatives and expert endorsements can broaden sustainable consumption practices.</p>2026-06-03T00:00:00+00:00Copyright (c) 2026 Author(s). The licensee is the journal publisher. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.