Exploring Behavioural Dimensions of Organic Food Repeat Purchase Behaviour: An Exploratory Factor Analysis Among Indian Consumers

Abstract

The present study aims to identify and validate the underlying behavioural dimensions influencing repeat purchase behaviour of organic food consumers. With increasing awareness of health and environmental sustainability, organic food consumption has grown significantly in recent years. However, consumer behaviour toward repeat purchasing remains complex and influenced by multiple behavioural and psychological factors. An Exploratory Factor Analysis (EFA) using Principal Components Analysis with Varimax rotation was conducted on 24 Likert-scale items measuring consumer attitudes and behavioural tendencies toward organic food consumption. The Kaiser–Meyer–Olkin (KMO) Measure of Sampling Adequacy and Bartlett’s Test of Sphericity were applied to assess data suitability for factor analysis. Factors with eigenvalues greater than 1.00 were extracted, and factor loadings of 0.45 or above were retained. Internal consistency reliability was assessed using Cronbach’s alpha. Six multidimensional behavioural factors emerged: attitude towards organic food, environmental concern, health consciousness, organic food labelling, purchase intention, and repeat purchase behaviour, explaining a significant portion of the total variance. Reliability coefficients ranged from 0.752 to 0.808, with the overall repeat purchase behaviour scale demonstrating strong internal consistency (α = 0.946). The findings support the multidimensional nature of consumer decision-making regarding organic food consumption. The validated scale provides a reliable instrument for examining behavioural patterns of repeat purchase behaviour and offers valuable insights for marketers, policymakers, and researchers interested in promoting sustainable food consumption.