1Saiful Islam, 2Kaniz Fatema, 3A. K. M. Golam Rabbani Mondal
1Reseach Fellow, Department of Marketing, University of Rajshahi, Rajshahi-6100
2Associate Professor, Department of Humanities, Rajshahi University of Engineering and Technology (RUET), Rajshahi-6204
3Professor, Department of Marketing, University of Rajshahi, Rajshahi-6205
DOI : https://doi.org/10.47191/ijmra/v8-i01-07Google Scholar Download Pdf
ABSTRACT:
Organic food products have gained significant traction globally due to their perceived health benefits and environmental sustainability. The organic food market is emerging, driven by increasing consumer awareness and demand. This study examines the influential factors shaping consumer behavior towards organic foods in Bangladesh, focusing on the roles of attitudes, subjective norms, perceived behavioral control, and purchase intention. The research collected 640 valid responses using an online survey and convenience sampling during August 2023 and May 2024. Data were analysed using SMART PLS which facilitated the testing of direct effects and relationships among the variables. The Theory of Planned Behavior (TPB) was used in this research paper and an extension was made in the framework by working with 7 different factors. The findings reveal significant relationships: positive attitudes towards organic foods significantly enhance purchase intentions, as does the influence of subjective norms, including peer and community endorsements. Furthermore, perceived behavioral control- including factors such as accessibility and affordability- plays a crucial role in shaping purchase intentions. Additionally, purchase intention was found to be a strong predictor of actual purchase behavior, underscoring its importance in the decision-making process. This research fills a critical gap in understanding the dynamics of organic food consumption in Bangladesh and provides valuable insights for marketers and policymakers. The study's findings suggest that a multi-faceted approach, addressing consumer awareness, social influence, and perceived control, is essential to driving the growth of the organic food market in Bangladesh.
KEYWORDS:Factors, Purchase Behaviour, Organic Foods, Theory of Planned Behavior (TPB), Purchase Intention.
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