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.
|Title of host publication||Case Studies on Food Experiences in Marketing, Retail, and Events|
|Subtitle of host publication||A volume in Woodhead Publishing Series in Consumer Sci & Strat Market|
|Editors||Susanne Doppler, Adrienne Steffen|
|Place of Publication||Cambridge|
|Publisher||Woodhead Publishing Limited|
|Number of pages||20|
|Publication status||Published - 16 Sep 2020|