The study aims to investigate the mediating and moderating effects of environmental concerns and environmental awareness. Further, this study examines the determinants of young consumer�s purchase intention for organic food using the theory of planned behaviour in the context of Pakistan.
A quantitative study was conducted using a convenience sampling method. A survey questionnaire (515 usable samples) are analysed employing structural equation modelling. Results indicate that attitude, perceived behavioural control and subjective norms are positive affects young consumers� purchase intention. On the other hand, Environmental concern has a significant effect on the purchase intention of young consumer towards organic food. Whereas, Environmental concern significantly mediates the relationship between attitude and purchase intention of young consumers. More meaningfully, environmental awareness moderates the relationship between attitude, subjective norms, perceived behaviuor control and purchase intention of young consumers. We conclude that the present article provides empirical evidence that high-awareness groups will willingly participate in environmental behaviours, and attitude plays a crucial role in determining the behaviour of these consumers. Meanwhile, low awareness groups would less actively be involved in environmental behaviour; low awareness is likely to be a response to social norms rather than attitudes.

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