Purpose : The purpose of the study was to leverage the unique approach of the theory of planned behavior (TPB) to evaluate and comprehend the consumer attitude and buying behavior toward organic tea in India by using the structural equation model.

Methodology : Primary data were collected by interviewing 470 respondents from diverse backgrounds and demographic profiles. The acquired data were then subjected to structural equation modeling (SEM) and partial least squares analysis methods. Actionable insights were extracted from analyzing consumer attitudes and purchasing behavior about organic tea.

Findings : It was shown that the majority of millennials favored organic tea. The perceived value was greatly influenced by trust, environmental concerns, perceived quality, perceived price, benefits connected to “health, beauty, and wellness,” and product features. It was discovered that consumer knowledge, environmental concerns, and personal and subjective norms significantly influenced consumers’ attitudes and purchasing decisions about organic tea.

Practical Implications : This research provided insightful information that may be used to create marketing and branding plans for organic tea. It unquestionably offered guidance and suggestions on advancing the ecosystem for organic tea and its use.

Originality : This research was innovative in that it used the TPB model and expanded upon it to determine the critical elements influencing millennials’ attitudes, preferences, and purchasing behaviors regarding organic tea.