Young consumers' purchase intention toward organic food: exploring the role of mindfulness

Purpose The role of mindfulness in influencing green behaviors has been recognized in literature though it has not been explored sufficiently in the context of organic food. This study makes an attempt to explore the role of mindfulness in influencing young consumers' purchase intention (PI) toward organic food in India. Design/methodology/approach A total of 348 useable responses were collected through an intercept survey at organic food stores...