ADOPTION OF ORGANIC RICE FOR SUSTAINABLE DEVELOPMENT IN BANGLADESH

Bangladesh now needs to thank its soil health, environment and human health for the country being almost self-sufficient in rice production. The present study has been undertaken to gain knowledge of the level of awareness by farmers and consumers regarding the status of organic rice, and knowledge of demand and marketing opportunities and limitations for organic rice in the country. The present study has highlighted the overall organic rice situation in Bangladesh, which is not yet well documented. The results also demonstrate that farmers and consumers are aware of the hazards of chemical compounds but have little knowledge about organic rice. The present study may open a new window for organic rice research and marketing (both local and export) for all stakeholders (including planners) and could succeed in the adoption of organic rice in Bangladesh

Do subjective norms matter in organic food buying intentions in Pakistan?

The paper investigates the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms 012 attitude, perceived behavioral control and buying intention in context of buying organic food.Structured questionnaires were randomly distributed among academic staffs and students of two universities in Southern Punjab, Pakistan.Structural Equation Modeling was employed to test the proposed model fit. Results of the study showed that subjective norms significantly moderate the relationship between attitudes and buying intention as well as between perceived behavior control and buying intention. Furthermore, subjective norms significantly influence attitude towards buying intention.The paper provides useful insights for the academics and marketers:Academics may further explore the role of subjective norms in order to have a better understanding of their effects on component of TPB.Whereas, marketers can target the opinion leaders and reference groups to increase the demand of organic food

The role of subjective norms in theory of planned behavior in the context of organic food consumption

Purpose – The purpose of this paper is to investigate the applicability of theory of planned behavior (TPB) with special emphasis on measuring the direct and moderating effects of subjective norms on attitude, perceived behavioral control and buying intention in context of buying organic food. Design/methodology/approach – Structured questionnaires were randomly distributed among academic staffs and students of two universities in southern Punjab, Pakistan. Structural equation modeling was employed to test the proposed model fit. Findings – Results of the study showed that subjective norms significantly moderate the relationship between attitudes and buying intention as well as between perceived behavior control and buying intention. Furthermore, subjective norms significantly influence attitude toward buying intention.Practical implications – The paper provides useful insights for the academics and marketers.Academics may further explore the role of subjective norms in order to have a better understanding of their effects on TPB components. Whereas, marketers can target the opinion leaders and reference groups to increase the demand of organic food.Originality/value – Majority of previous studies overlooked the role of subjective norms in determining the buying intentions with respect to organic food. The striking feature of this study is an in-depth emphasis on exploring the direct and moderating effects of subjective norms on the elements of TPB. Moreover, to the best of authors’ knowledge, this is a pioneer study that comprehensively examines the linkage of components of TPB with organic food purchasing in Pakistan