Grounded in the Theory of Reasoned Goal Pursuit (TRGP), this study examines tourists’ intentions toward regional organic food in the Northern Himalayan region of India, an ecologically sensitive tourism context. Extending TRGP, trust is conceptualized as both a mediating mechanism between goal-driven motivations and behavioral outcomes, and a moderator of the motivation–intention relationship under conditions of uncertainty. Data from 560 domestic tourists were analyzed using covariance-based structural equation modelling and moderated mediation. The findings indicate that active procurement and approval goals significantly enhance purchase motivation, which strongly predicts intention, while perceived behavioral control influences motivation independently of trust. Trust partially mediates goal–motivation relationships and strengthens the conversion of motivation into intention. The study advances TRGP by introducing a goal-validation mechanism and offers policy-relevant insights by emphasizing the role of certification systems, trust-building measures, and governance frameworks in promoting sustainable food consumption in tourism destinations......
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