Prof. Debarun Chakraborty’s co-authored research paper entitled ‘Navigating barriers to organic food purchase intention: a mixed method longitudinal approach in the emerging market’ has been published in the Emerald Insight British Food Journal. His co-authors are Prof. Vardhan Choubey and Prof. Prasad Joshi, Professors at Symbiosis Institute of Operations Management, Nashik, Constituent of Symbiosis International (Deemed University), Pune, India; Prof. Ganesh Dash, Professor at Saudi Electronic University, Riyadh, Saudi Arabia; Prof. Mark Anthony Camilleri, Professor at the Department of Corporate Communication, Faculty of Media and Knowledge Sciences, University of Malta, Msida, Malta, and Prof. Justin Zhang, Professor at the Department of Management, Coggin College of Business, University of North Florida, Jacksonville, Florida, USA.
This research thoroughly investigates the barriers to consumers’ organic food purchasing by identifying innumerable factors and the extent to which they influence their purchase behaviours and future purchase intentions as continuance purchase intentions. Combining qualitative and quantitative methods across two phases, it is a longitudinal research carried out in two stages. It involves a thematic analysis besides a covariance-based structural equation modelling approach. Therefore, this research offers valuable insights for policymakers and the marketers of organic foods.