Individualistic or collectivistic: which consideration motivates purchasing intention of organic foods? A developing country perspective
Journal of Agribusiness in Developing and Emerging Economies
ISSN: 2044-0839
Article publication date: 27 March 2023
Abstract
Purpose
This paper investigates the impact of individualistic (health) and collectivistic considerations (environmental) on the purchasing intention of organic foods.
Design/methodology/approach
The study collected 391 responses from service holders of diversified tiers from Bangladesh. It considers two-step structural equation model (SEM), as well as the Ordinal Logistic regression to analyze the fact.
Findings
SEM analysis explores that, both the individualistic and collectivistic considerations affect purchasing intention of organic foods. The regression result finds that income, the number of earning members, occupation, age and BMI are influential determinants of weekly purchasing frequency of organic foods. This research suggests, along with consumer's economic solvency an organized market with dissemination of health and environmental benefits of organic foods acts as a catalyst for purchasing intention of those products.
Research limitations/implications
However, there is still scope of investigating intention-behavior gap between the actual purchasing behavior and purchasing intention, which is not addressed in this study.
Originality/value
To understand the perception of comparatively educated and solvent people toward purchasing intention of organic foods, this research is one of the pioneering attempts in the context of an unorganized organic food market.
Keywords
Acknowledgements
The authors would like to acknowledge the concerned faculties of Khulna University who helped them to develop the questionnaire of this study. Many thanks to the enumerators and the respondents for their cooperation in the process of data collection. The authors specially thank Victoria Mosby for the support provided in editing and improving the language of the manuscript. Last but not least, the authors would like to sincerely thank the editors and the anonymous reviewers for their invaluable comments and suggestions to improve this article.
Citation
Chowdhury, S., Ahmed, M.T., Oni, F.A. and Mamun, T.M. (2023), "Individualistic or collectivistic: which consideration motivates purchasing intention of organic foods? A developing country perspective", Journal of Agribusiness in Developing and Emerging Economies, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JADEE-11-2022-0247
Publisher
:Emerald Publishing Limited
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