Determinants of organic food purchase behavior of consumers in Bangladesh

Organic food market has experienced steady growth throughout the world over the last decade. It is expected that a double-digit growth could be sustained in the foreseeable future. However, for developing countries specifically, including Bangladesh, the growth opportunities may not be fully realized unless the emerging
challenges are addressed. Some of these challenges are credibility, availability and low level of consumers‘ adoption on such foods. It appears that understanding behavioral issues related to organic foods may highlight some important directions towards addressing these emerging challenges. Therefore, this study is conducted to
explore the determinants of organic food purchase behavior and to explain the magnitude of influences of such determinants on purchase behavior in Bangladesh. Based on a systematic review of literature, a research framework was developed from Integrated Behavior Model which was originally proposed by Montano and Kasprzyk. The causal model was empirically tested by using partial least-square structural equation modeling. The survey is comprised of 416 usable samples, collected from organic food buyers in Bangladesh. Results suggest that the model fit is significant and adequate. All antecedents of intention appear to be significant, except perceived behavioral control. Emotional and environmental attitudes share are contributing factors to attitude construct. Intention, along with habit, is found to have significant impact on purchase behavior. Trust is found to have significant moderating impact on the relationship between intention and behavior. However, moderating effect of situational constraints in the intention-behavior relationship is not existent. In addition to the theoretical implications, a number of managerial implications are observed. Managers need to enhance consumers‘ trust on various stakeholders, reduce situational constraints and project environmental benefits to consumers. Overall, the study is expected to confer value to future organic food researchers and managers.