Authors: Sheikh Ashiqurrahman Prince; Donyaprueth Krairit
Addresses: School of Management, Asian Institute of Technology, Pathumthani, 12120, Thailand ' School of Management, Asian Institute of Technology, Pathumthani, 12120, Thailand
Abstract: The study investigates how consumers' psychological interpretation about organic meat's attributes stimulates their intention to purchase the meat in Bangladesh. The study included 320 selected organic data points, which have been analysed through Cronbach's alpha, test of normality, EFA, confirmatory factor analysis (CFA) and SEM to find valid result. The study finds that, apart from general attributes such as health benefits, verbal recommendations, purchase convenience and availability, which are important, statistically significant and positively affect consumers' intention to purchase the meat, consumers' cognitive and affirmative interpretation of organic meat's price does not statistically affect the consumers' intention to purchase the meat. The study also suggests that consumers' age, gender, number of children and regular habit of purchasing organic meat enhance them toward the intention to purchase the meat. Considering the empirical findings, stakeholders can select the appropriate marketing strategies for the development of the organic meat market in Bangladesh.
Keywords: organic meat; cognition and affirmation; cognitive dissonance theory; consumer psychology; Bangladesh.
Journal for Global Business Advancement, 2017 Vol.10 No.3, pp.305 - 326
Received: 13 Jan 2017
Accepted: 31 Jan 2017
Published online: 17 Jun 2017 *