The green concept and the development of organic animal foods are still in the infant stage in India. The concept of animal cloning has gaining popularity over the last decade through the novel and revolutionary work done by ICAR-NDRI and it will have a great impact in the coming days in Indian food industry. Keeping in view the changing trend, this study explores the factors influencing purchase intention of consumers and how these factors affect the intention of consumers towards organic and cloned animal food products. With the available literature and based on theory of planned behavior, a conceptual framework is developed to examine the factors influencing the purchase intention of consumers towards organic and cloned animal food products. | Factors influencing consumers purchase intention towards organic and cloned animal food products
