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J. Open Innov. Technol. Mark. Complex. 2018, 4(3), 24; https://doi.org/10.3390/joitmc4030024

Factors Affecting the Buying Intention of Organic Tea Consumers of Bangladesh

1
Department of Marketing, Jagannath University, Dhaka-1100, Bangladesh
2
Department of Mechanical, Automotive, Materials Engineering, University of Windsor, Windsor, ON N9B 3P4, Canada
*
Author to whom correspondence should be addressed.
Received: 23 May 2018 / Revised: 24 June 2018 / Accepted: 25 June 2018 / Published: 27 June 2018
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Abstract

In the modern era of globalization, consumers become aware and concerned about their health as well as natural resources and the environment. Technological improvement and economic growth are continuously exploiting the earth’s resources, resulting in an overwhelming burden on earth's ecology. Confirming a state of equilibrium between economic growth and safeguarding the environment becomes a challenge for business people and marketers. Though people worldwide are becoming interested in buying organic food, the concept of organic farming is relatively new in Bangladesh. The tea industry has started off with producing organic tea on a very limited scale. In this study, the researchers tried to examine the buying intention of organic tea among the consumers of Bangladesh. The study demonstrated that trust and perceived price significantly affect the buying intention of organic tea consumers along with product attributes, health consciousness, and environmental concern. Marketers may consider the stated factors to create an influence on the selection process of organic tea by consumers. View Full-Text
Keywords: organic tea; buying intention; perceived value; partial least squares; path analysis organic tea; buying intention; perceived value; partial least squares; path analysis
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).
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Sumi, R.S.; Kabir, G. Factors Affecting the Buying Intention of Organic Tea Consumers of Bangladesh. J. Open Innov. Technol. Mark. Complex. 2018, 4, 24.

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J. Open Innov. Technol. Mark. Complex. EISSN 2199-8531 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
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