LAUSR

PurposeThis study aims to investigate the smart city millennials’ willingness to pay a premium (WTP) toward toxic-free food products (TFPs). Specifically, it explores the role of social media and environmental concern (EC), using the theory of planned behavior.Design/methodology/approachThe authors used a self-administered questionnaire to gather data from 337 millennials living in an Indian smart city, and analyzed them using PLS-SEM.FindingsThe authors found that both EC and social media influence millennials' attitude and purchase intention (PI). The PI so formed, in turn, has both a significant and positive influence on the WTP for TFPs.Originality/valueTo the best of the authors' knowledge, the study is possibly pioneering, especially in the Indian context, as it considers the theory of planned behavior (TPB)'s perspective on millennials of a smart city with respect to TFP. Besides, data on the willingness to pay premium vis-à-vis the social media influence have also shed light on the contexts' uniqueness.