Abha Wankhede and Ralston Rajvaidya
Consumers today are health conscious and want a sustainable lifestyle which is pushing organisations towards creating a model for society, consumers and the environment as a whole. Organic food is one such benefactor that help to give a sustainable ecosystem to all its stakeholders, hence many countries are pushing for organic food to be grown and consumed. This study is set up in the western part of India covering the main developed metros, which are Mumbai and Pune.This research is an attempt to investigate the research gap of understanding the mediating effect of Trust on relationship between the purchase intention and purchase behaviour of the customer. The authors proposed a framework based on the fundamental building blocks of the marketing mix and the UTAUT model. The proposed conceptual framework was empirically tested and results unearthed major findings. The study provides insights to the retailers, organic food producers and suppliers regarding the factors to be considered and channels to be chosen to market organic food to the urban customers. It also provides direction to policy makers regarding certification of authenticity for organic food.