Organic food shopping in Australia and Bangladesh: the role of perceived organic food value in the attitude–intention–behavior model

This study develops and validates the value–attitude–intention–behavior (VAIB) model in cross-country contexts with aims to explain the nature of consumers’ food shopping behaviors and relevant marketing implications. Data were collected from 1011 Australian and 227 Bangladeshi respondents. The Australian organic food market is growing strongly in the Oceania region; however, the Bangladesh organic food market is still in the infant stage. The VAIB model was validated through the partial least squares structural equation modeling technique, and both mediation and multigroup analyses were performed. The novel contribution of this study is the validation of the VAIB model. Future research can help extend and validate the VAIB model. Organic food managers and marketers should focus their attention on building attitudes for and perceived values toward the organic food items to influence consumer’s positive shopping intention and behavior.