Journal Press India^®

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Increasing customer awareness, environmental consciousness and health awareness are driving the demand for organic products. The current research investigates factors affecting Nepalese consumers’ preference for organic food, focusing on product knowledge, convenience, environmental and health considerations. Data from 462 participants was collected from three urban centres of Itahari, Biratnagar, and Dharan. Structure equation modelling was used to examine the relationship between the variables. The findings indicate that health consciousness considerably drives buying intention. Organic food knowledge and environmental consciousness were significant for pointing out the importance of environmental factors in consumer decisions. The study emphasises the need for focused market compounds and increasing accessibility to organic food in cities with scarce organic food delivery. The enlargement of Nepal’s locally produced food sector depends critically on raising consumer knowledge, highlighting the advantages of organic products for health, and expanding market accessibility. These findings add value to the global debate on food consumption for sustainable development in emerging economies.

Keywords

Organic food, Purchase intention, Health consciousness, Environmental awareness, Nepal

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