Motivations to buy organic food in emerging markets: An exploratory study of urban Indian millennials

•Organic food consumption in emerging markets is growing faster than Western markets.•We explore the perceptual profiles of those who buy for health or for the environment.•Those buying for their health are pragmatists concerned about performance and utility.•Those buying to help the environment are social and concerned about appearances.•Also indicated is an inverse relationship between attitude and intention to buy.