Purchase Intention of Organic Food in Bangladesh: Role of Gender, Affordability and Health Consciousness
Date
2016-12
Student ID
Research Supervisor
Editor
Journal Title
North South Business Review
Volume
07
Issue
1
Journal Title
Journal ISSN
Volume Title
Abstract
Food adulteration is a very common practice among channel members in Bangladesh. The new market segment, which is urban consumers, is searching for healthy and safer sources of food and they could believe that organic foods are a solution to it. This study emphasizes on role of gender, affordability and health consciousness as driving forces in determining organic food buying intention. The hypothesized model of the study was tested employing partial least square method (PLS-SEM) using SMART-PLS software on collected samples from urban consumers in Dhaka city. The study found that health consciousness, affordability and gender all together explains 84.90 percent of the variance in buying intention. Health consciousness, affordability and gender constructs separately have a direct and significant impact on buying intentions too. Moreover, health consciousness mediates the relationship between gender and buying intention. Outer model loading found that consumers’ prefer organic food due to the chemical and pesticide free criterion and affordability negatively affects the buying intention. The study stresses that the organic marketers need to address these issues while developing promotional campaigns and setting the price of organic food. The study suggests that the value chain mechanism will be improved after the organic producers in Bangladesh adopt the participatory guarantee system.
Description
Keywords
Citation
Department Name
Publisher
North South University