Year-end Sale % OFF 
Abstract
Based on the theory of planned behaviour and cognitive dissonance, this research investigates how consumers’ consciousness of the attributes of organic fish impacts the number of opportunities to purchase such fish at a safe social distance and how the consciousness of verbal recommendations affect the relationship between the consciousness of necessary social distance to safely buy organic fish and consumers’ intention to purchase the fish. Applying these two theories and adding a new variable—social-distance purchasing—into the model, the research contributes significantly to current literature. Using a stratified random sampling, this research collected 320 data points from high, upper-middle and middle-income consumers that have been analysed through Amos Graphics and PROCESS macro in SPSS for the structural equation modelling. The findings of the research provide valuable insights to reduce the infection from COVID-19 as well as enhances the external validity and generalisability of the consumers’ organic-food purchasing behaviour research.
Highlights
This study argues that when consumers feel dissonance about whether they should buy organic or farmed fish, consumers still prefer to buy organic fish—which is the same basis of the theory of cognitive dissonance
The findings further show that consciousness of high price (H2a) and less availability (H3a) are statistically and negatively associated with that of social distance to safely buy organic fish
The current study found that only the consciousness of health benefits is positively mediated; a consciousness of the high price and lower availability of organic fish is negatively mediated by the consciousness of the appropriate social distance practices while purchasing organic fish
Summary
Based on the above-mentioned facts, it can be noted that relationship between COVID-19 and handling organic fish is highly related to how marketer’s and consumers can safeguard food adulteration by maintaining social distancing while purchasing or handling the fish in the market. Recognising the preeminent importance of conducting research on how to safeguard humans from fish adulteration, this study aims to investigate Bangladeshi consu mers’ intention to buy organic fish. 2. Literature review The study investigates how consumers’ consciousness of the attributes of organic fish impacts the number of opportunities to purchase such fish while maintaining safe social distance and how the consciousness of verbal recommendations affects the relationship between the consciousness of necessary social distance to safely buy organic fish and consumers’ intention to purchase the fish. It was imperative to define the related terms and concepts pertinent to the aim of the study and described below
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
