Rising concern about health, food safety, and sustainability has led more consumers to expect clear, detailed transparency in organic food supply chains. Because shoppers usually cannot confirm organic claims when they buy the product, they often depend on outside cues, such as labels and certification marks, to judge whether it is authentic and of good quality. Using an extended Theory of Planned Behavior (TPB), this study tests whether supply chain information transparency, defined as the accuracy and timeliness of information, influences intentions to buy organic food, with consumer attitudes serving as the mediating factor. We collected data from 205 organic food consumers across three cities in North India using a structured questionnaire based on pre-validated scales and tested the hypotheses with regression-based mediation analysis using bootstrapping. The results suggest that when supply chain information is accurate and provided promptly, consumers tend to form more favorable attitudes, and these attitudes are strongly associated with a higher intention to purchase. The findings indicate that consumer attitude fully mediates the link between information transparency and purchase intention, meaning that transparent information influences organic food buying mainly by shaping consumers’ attitudes.
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