| Abstract: | The present research attempts to qualitatively explore the motivators and barriers of organic food consumption in the Indian context. The data were collected using semistructured in‐depth interviews and analyzed using grounded theory. The theoretical sampling technique was used to interview 34 consumers who have purchased organic food in the past. The findings reported health consciousness, environmental consciousness, social identity, consumer ethnocentrism, and concern for farmers as the factors that motivate organic food purchase among consumers. The factors such as high prices of organic food, unavailability, trust issues, and limited marketing communications from the firms were identified as major barriers to organic food purchase and consumption. The study is one of the initial attempts to qualitatively explore the consumers' motivation for organic food consumption in the Indian context. The findings will help policymakers to devise suitable strategies so that they can effectively target the organic food choices by understanding the motivators/barriers, and promote the sustainable lifestyle in the society, as food consumption plays a crucial role in achieving environmental sustainability. |
