Explaining organic food continuance intention: evidence of sustainable consumption in Bangladesh

This study investigates Bangladeshi consumers' intentions to continue consuming organic foods as part of their commitment to sustainable consumption. It analyzes the causes of the continued consumption of organic foods using the extended Theory of Planned Behaviour. The goal of this study was to develop a model that highlights the factors that drive Bangladeshi consumers to continue consuming organic foods while taking into account the mediating role of satisfaction with organic food consumption (SOP). The study is based on primary data collected from 397 organic food consumers using the snowball technique. There were nine direct and three mediating hypotheses. Research results ensure that all nine direct hypotheses have been accepted indicating their significant influences on the organic food continuance intention (OFCI) of Bangladeshi consumers. Awareness of the health benefits of organic foods (AHB), food values of organic food (FVO), and sustainable properties of organic food (SPO) make the consumers satisfied with organic food consumption (SOF). Among the three variables, FVO is the most influential followed by SPO in making consumers happy with organic food. Again, if we consider the organic food continuance intention (OFCI), the attitude of the consumers (ATT) is the most influential followed by perceived behavioral control (PBC). SOF has been found to be a significant mediator. Though health awareness, knowledge of the benefits of organic food, and sustainability issues are important in making food choices, Bangla-deshi individuals' understanding of organic food and sustainable consumption is yet to be up to the mark when compared to other nations. As a result, this study encourages policymakers to enhance awareness through various social initiatives.