Title: Investigating sustainable consumption behaviour in organic foods purchasing

Authors: Mohammad Solaiman

Addresses: Department of Marketing, Faculty of Business Studies, Comilla University, Bangladesh

Abstract: Sustainable consumption behaviour (SCB) has been an interesting and significant topic for researchers all over the world. Purchasing organic foods is gaining popularity among the consumers. The purpose of this research is to investigate how consumption values affect SCB for organic foods purchasing among the Bangladeshi consumers. Additionally, it looked into how religion affected the associations between consumption values and SCB. To achieve the study objectives, 230 respondents' data were gathered using a structured questionnaire survey and examined using the PLS-SEM method. According to the statistical results, functional value, conditional value, social value, and emotional value all significantly and positively influence the SCB of organic food consumers. The results also showed that religiosity substantially and positively moderates the relationship between functional value and SCB as well as epistemic value and SCB. The findings have important implications both in theoretical and practical aspects.

Keywords: sustainability; consumption behaviour; organic foods purchasing and consumption values.

DOI: 10.1504/IJGE.2026.153254

International Journal of Green Economics, 2026 Vol.20 No.2, pp.162 - 184

Accepted: 24 Mar 2025
Published online: 29 Apr 2026 *

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