The value–attitude–intention–behaviour (VAIB) model: The case of organic food in Bangladesh

The foundation of this study is the theory of planned behaviour (TPB), which has been empirically examined in organic food consumption research in various countries’ contexts, however, most of those studies either examined attitude-intention or intention-behaviour relationships (Hassan, Shiu, and Shaw, 2016). In addition, there is a lack of research in the Bangladesh context, where the market for organic food items is growing. This study empirically examines the role of perceived organic food value in the attitude-intention-behaviour (VAIB) relationship of the TPB model. Data were collected from 227 Bangladeshi samples, and the VAIB model was validated through the Partial Least Squares Structural Equation Modelling (PLS-SEM) technique with causal, mediation and multi-group analyses. The novel contribution of this study is the validation of the VAIB model. Future research can extend and validate the VAIB model.