Consumers’ Organic Food Purchase Behavior in Bangladesh : An Extended Theory of Planned Behavior Approach

Authors

  •   Shamima Easmin Shanta Lecturer, Department of Business Administration, Bangladesh Army University of Engineering & Technology, Natore - 6431
  •   Md. Julhaz Hossain Assistant Professor (Corresponding Author), Institute of Business Administration, University of Rajshahi, Rajshahi - 6205
  •   Rumana Biswas Assistant Professor, Department of Agricultural Economics, Khulna Agricultural University, Khulna - 9202
  •   Md. Abdul Alim Associate Professor, Department of Marketing, University of Rajshahi, Rajshahi - 6205
  •   Mst. Anjuman Ara Associate Professor, Department of Marketing, University of Rajshahi, Rajshahi - 6205

DOI:

https://doi.org/10.17010/ijom/2025/v55/i1/174688

Keywords:

organic food

, consumer purchase behavior, theory of planned behavior, Bangladesh.

Paper Submission Date

, October 15, 2023, Paper sent back for Revision, April 26, 2024, Paper Acceptance Date, August 20, Paper Published Online, January 15, 2025

Abstract

Purpose : The current study examined consumers’ intention and actual purchase behavior to buy organic foods. An extended theory of planned behavior was utilized to minimize the deficiency in this area of literature.

Design/Methodology/Approach : A quantitative online survey was conducted using the purposive sampling technique, and a total of 442 organic food consumers were recruited from Bangladesh. The collected data were estimated employing partial least squares-structural equation modeling (PLS-SEM) to test the hypothesized relations.

Findings : The findings depicted that product availability, attitude, health consciousness, and consumer trust greatly influenced consumers’ organic food purchase intention and, in turn, their actual purchase behavior. The estimations further confirmed that consumer trust played a significant role in mediating the relationships between product information and consumers’ organic food purchase intention.

Practical Implications : This study offered valuable insights for decision-makers, organic food marketers, academics, and practitioners, focusing on organic food availability, grasping consumer attitudes, catering to health-conscious consumers’ needs, and boosting their trust.

Originality : Unlike earlier investigations, this study extends the theory of planned behavior approach by crafting a contributory framework to examine consumers’ actual purchase behavior toward organic foods.

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Published

2025-01-01

How to Cite

Shanta, S. E., Julhaz Hossain, M., Biswas, R., Abdul Alim, M., & Anjuman Ara, M. (2025). Consumers’ Organic Food Purchase Behavior in Bangladesh : An Extended Theory of Planned Behavior Approach. Indian Journal of Marketing, 55(1), 64–80. https://doi.org/10.17010/ijom/2025/v55/i1/174688

Issue

Volume 55, Issue 1, January 2025

Section

Articles
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Europe PMC

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