UKM-Graduate School of Business, Universiti Kebangsaan Malaysia, UKM Bangi, Selangor Darul Ehsan, Malaysia.
BRAC Business School, BRAC University, Dhaka, Bangladesh.
PLoS One. 2023 Sep 1;18(9):e0291089. doi: 10.1371/journal.pone.0291089. eCollection 2023.
The deterioration of the environment, shortage of resources, and frequent occurrence of food safety issues have made people increasingly concerned about themselves while maintaining their health and protecting the environment through food. Organic food, as a healthy and eco-friendly option, is gradually gaining attention. Based on the value-belief-norm theory, this study explores why individuals consume organic food and the range of factors that lead to this consumer behavior. This study adopted a cross-sectional design and collected quantitative data from conveniently selected 300 youth participants in Bangladesh using an online survey. The findings revealed that health values and motivation have a significant positive effect on healthy eating beliefs, which, together with the awareness of the consequences, affect personal norms toward organic food consumption. Personal norms also have a significant positive effect on organic food consumption behavior among Bangladeshi youth. Finally, trust on organic food positively moderates the effect of personal norms on organic food consumption. The findings of this study are expected to foster the development of a comprehensive framework to promote programs and policies focused on organic and healthy food consumption culture among youth in developing nations.
环境恶化、资源短缺以及食品安全问题频发，使得人们在关注健康和保护环境的同时，愈发注重通过食品来实现这一目标。有机食品作为一种健康环保的选择，正逐渐受到关注。本研究基于价值-信念-规范理论，旨在探讨个体选择消费有机食品的原因以及导致这一消费行为的因素。本研究采用横断面设计，通过在线调查，方便选取了孟加拉国 300 名青年参与者作为样本，收集了定量数据。研究结果表明，健康价值观和动机对健康饮食信念有显著的正向影响，而健康饮食信念又与对后果的认识共同影响个人对有机食品消费的规范。个人规范对孟加拉国青年的有机食品消费行为也有显著的正向影响。最后，对有机食品的信任正向调节了个人规范对有机食品消费的影响。本研究的结果有望为发展中国家制定针对青年群体的有机和健康食品消费文化的项目和政策提供全面的框架。
