Determinant factors influencing organic food purchase intention and the moderating role of awareness: A comparative analysis

Current study establishes the role of awareness in the organic food purchase intention which is found to be missing in the literature. Secondly, the study is comparative in nature and compared the behavior of consumers across Pakistan, Turkey and Iran. Current study also guides the policy makers of these countries to switch to organic farming, which will indeed be beneficial for the environment and health, and also a lucrative business because consumer's intentions coincide. Furthermore, the study provides a clear guideline for the practitioners to have an effective marketing strategy in three different countries by exploring the major motivators of organic food purchase intention in each country.