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

conference contribution
posted on 29.01.2020, 00:00 by Parves Sultan, Tasmiha Tarafder, Julian Teicher
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.

History

Parent Title

Wicked solutions to wicked problems: The challenges facing management research and practice: 33rd Annual Australian & New Zealand Academy of Management Conference

Start Page

1216

End Page

1216

Number of Pages

1

Start Date

03/12/2019

Finish Date

06/12/2019

ISBN-13

9780648110958

Location

Cairns, Queensland, Australia

Publisher

Australian & New Zealand Academy of Management

Place of Publication

Online

Peer Reviewed

Yes

Open Access

No

Era Eligible

No

Name of Conference

33rd Annual Australian & New Zealand Academy of Management Conference