Factors Influencing on Consumer Purchase Intention towards Organic Food in Bangladesh

The market for organic food in Bangladesh is at an early stage and has huge opportunity of growth. There is rapid growth in the demand for healthy as well as tasty food products, which are safer than conventional food, follow the rules regarding environmental welfare, have a sustainable approach towards production and are also high in nutrition values. This paper presents results of a study conducted to identify and explain the factors that influence consumer purchase intention towards organic foods in Bangladeshi markets especially in Dhaka city. The study follows a quantitative research approach in order to identify the factors that influence consumer purchase intention towards organic food and conducted primary research to justify the results against proposed hypothesis. Adopting the convenience sampling method, the primary data were obtained from a sample of 100 Bangladeshi consumers lives in Dhaka city using an online survey method. By using SPSS software for measuring and finding out the relevance between purchase intention and influencing factors by performing multiple analysis like - Cronbach’s Alpha reliability test, Pearson Product-Moment correlation coefficients test, Regression model and came to the conclusions based on the findings of this analysis. Majority of the participants of the survey questionnaire expresses that organic food is healthier than conventional food, they are high in nutrition, and believes that buying or consuming organic food is a wise decision. The major factor identified through the research is subjective norms which has the highest influence on consumer purchase intention. The influence of these factor is significant to alter consumer purchase intention and can sometimes also act as deciding factors for purchase decisions.