Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness
This study aims to identify the factors influencing the purchase behavior of organic foods among young generation customers in Bangladesh. The study adopted the theory of planned behavior as a base and developed 11 hypotheses based on the extant empirical literature. Adopting the purposive sampling...
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| Format: | Article |
| Language: | English |
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MDPI AG
2021-09-01
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| Series: | Foods |
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| Online Access: | https://www.mdpi.com/2304-8158/10/10/2278 |
| _version_ | 1797514671786295296 |
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| author | Guang-Wen Zheng Nazma Akter Abu Bakkar Siddik Mohammad Masukujjaman |
| author_facet | Guang-Wen Zheng Nazma Akter Abu Bakkar Siddik Mohammad Masukujjaman |
| author_sort | Guang-Wen Zheng |
| collection | DOAJ |
| description | This study aims to identify the factors influencing the purchase behavior of organic foods among young generation customers in Bangladesh. The study adopted the theory of planned behavior as a base and developed 11 hypotheses based on the extant empirical literature. Adopting the purposive sampling method, the primary data were obtained from a cross-sectional sample of 464 young Bangladeshi consumers using a survey method. In order to identify the key relationship among the study variables, the structural equation modeling (SEM) approach was employed using AMOS software, version 25. The study employed a purposive sampling method to pick young respondents through online media. The study revealed that health consciousness, environmental consciousness, food safety consciousness, price consciousness, novelty consciousness, and trust are factors that significantly affect purchase intention and subsequently, the actual purchase of organic foods. The novelty consciousness factor got the highest predicting power, followed by food safety concerns among Generation Y. The research also found that trust and price consciousness exhibit positive and negative moderating effects, respectively, on the relationship between purchase intention and actual purchase. However, the study did not find any moderating role of price consciousness on the association between environmental consciousness and purchase intention. As policy recommendations, informing and educating young consumers about organic products, their novelty, and other benefits of consuming is critical for fostering their purchase. |
| first_indexed | 2024-03-10T06:34:54Z |
| format | Article |
| id | doaj.art-a6331ef89fd648aebaecc3950f032591 |
| institution | Directory Open Access Journal |
| issn | 2304-8158 |
| language | English |
| last_indexed | 2024-03-10T06:34:54Z |
| publishDate | 2021-09-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Foods |
| spelling | doaj.art-a6331ef89fd648aebaecc3950f0325912023-11-22T18:13:32ZengMDPI AGFoods2304-81582021-09-011010227810.3390/foods10102278Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price ConsciousnessGuang-Wen Zheng0Nazma Akter1Abu Bakkar Siddik2Mohammad Masukujjaman3School of Economics and Management, Shaanxi University of Science and Technology (SUST), Weiyang University Park, Weiyang District, Xi’an 710021, ChinaSchool of Business, Ahsanullah University of Science and Technology, Tejgaon Industrial Area, Dhaka 1208, BangladeshSchool of Economics and Management, Shaanxi University of Science and Technology (SUST), Weiyang University Park, Weiyang District, Xi’an 710021, ChinaDepartment of Business Administration, Northern University Bangladesh, Banani C/A, Dhaka 1213, BangladeshThis study aims to identify the factors influencing the purchase behavior of organic foods among young generation customers in Bangladesh. The study adopted the theory of planned behavior as a base and developed 11 hypotheses based on the extant empirical literature. Adopting the purposive sampling method, the primary data were obtained from a cross-sectional sample of 464 young Bangladeshi consumers using a survey method. In order to identify the key relationship among the study variables, the structural equation modeling (SEM) approach was employed using AMOS software, version 25. The study employed a purposive sampling method to pick young respondents through online media. The study revealed that health consciousness, environmental consciousness, food safety consciousness, price consciousness, novelty consciousness, and trust are factors that significantly affect purchase intention and subsequently, the actual purchase of organic foods. The novelty consciousness factor got the highest predicting power, followed by food safety concerns among Generation Y. The research also found that trust and price consciousness exhibit positive and negative moderating effects, respectively, on the relationship between purchase intention and actual purchase. However, the study did not find any moderating role of price consciousness on the association between environmental consciousness and purchase intention. As policy recommendations, informing and educating young consumers about organic products, their novelty, and other benefits of consuming is critical for fostering their purchase.https://www.mdpi.com/2304-8158/10/10/2278Generation Yintention–behavior gaporganic productsprice consciousnesstrust |
| spellingShingle | Guang-Wen Zheng Nazma Akter Abu Bakkar Siddik Mohammad Masukujjaman Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness Foods Generation Y intention–behavior gap organic products price consciousness trust |
| title | Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness |
| title_full | Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness |
| title_fullStr | Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness |
| title_full_unstemmed | Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness |
| title_short | Organic Foods Purchase Behavior among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness |
| title_sort | organic foods purchase behavior among generation y of bangladesh the moderation effect of trust and price consciousness |
| topic | Generation Y intention–behavior gap organic products price consciousness trust |
| url | https://www.mdpi.com/2304-8158/10/10/2278 |
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