BGC Trust University Bangladesh, BGC Biddyanagar, Kanchan Nagar, Chandanaish, Chittagong, Bangladesh.

Abstract

Organic foods are becoming more attractive to consumers than conventional foods globally, mainly driven by perceived positive impacts on consumer health, environment, and sustainable development. This research aims to uncover the factors influencing consumers' organic food purchasing decisions in Bangladesh, especially Chattogram. This study employs purposive sampling methods to collect 435 responses from people who buy organic foods from different urban and sub-urban areas in Chattogram, Bangladesh, from various green markets, raw markets, super stores, and departmental stores. A Sophisticated Statistical Technique, "Factor Analysis" (Principal Component Analysis, and Confirmatory Factor Analysis), is used to understand why consumers purchase organic foods. The result showed nine factors, where the first consideration is perceived value, followed by marketing strategy, health consciousness, availability, attitudes, trust, subjective norms, and perceived behavioral control. The factor analysis results revealed that nine factors account for 61.85% of the variance of consumers' organic food purchasing decisions. This study's findings suggest that all these nine factors influence consumers' organic purchasing decisions: perceived value, marketing strategy, health consciousness, availability, attitudes, Trust, environmental concern, subjective norms, and perceived behavioral control. These findings are crucial for producers and authorities responsible for ensuring nutritional value, health concerns, and ecological sustainability.