Consumers’ motivations to purchase green organic foods with special reference to the consumers in Dhaka City

Abstract

Green organic food is manufactured with environment-friendly technology and has no negative effect on the environment. The aim of this study is to investigate the motivators that influence Bangladeshi consumers' green organic foods purchasing behavior. Data were collected from 100 people using the convenience sampling technique. Questionnaires were employed as research instruments. The Statistical Package for Social Science (SPSS) for Microsoft Windows version 11 was used to analyze the data. The researcher carried out correlation analysis to investigate the relationship between the variables, as well as regression analysis to evaluate the effect of the independent variables on the dependent variable. All of the factors, including peer influence, green advertising, environmental knowledge, and willingness to pay were found to be highly correlated with green purchasing behavior. Regression analysis revealed that environmental knowledge and willingness to pay have a significant role in the suggested model. Peer influence and green advertising have the lowest effect on consumers’ green purchasing behavior. The study's implication is that it allows companies to focus more on these motivators that motivate consumers to purchase green organic foods.