A paradigm shift has begun in the present dynamic India with regard to the purchase
intention of consumers on organic vegetables. This study investigated the impact of exogenous
latent variables namely, health concern, perceived behavioral control, environmental concern,
perception and subjective norms on endogenous latent variable, purchase intention gender wise.
The total sample size is 640. Data collected were done through structured questionnaire consisting
of 5 rating Likert scale and cross sectional study has been done. Partial Least Square- Structural
Equation Modeling has been done by using second generation software namely, Smart PLS 3 for
data analysis. The results show that constructs health concern, environmental concern and perception
has association with purchase intention is significant with males than females whereas, the
relationship between “subjective norms and purchase intention”. It is significant in females than
males. But perceived behavioral control with purchase intention has no significance with both
genders. However, the present study does provide empirical support for the theorized relationships
of health concern, perceived behavioral control, environmental concern, perception, subjective norms,
attitude and purchase intention.