Ecologically conscious buying behaviour of organic products: A quantitative study in Thimpu, Bhutan

Chimi Yangzom, Jugindar Singh Kartar Singh
Faculty of Business and Management, Asia Pacific University of Technology and Innovation


This paper will explore some of the key antecedents that drive consumers’ purchasing intention of organic products in Thimpu, Bhutan. This was quantitative research and using a survey method, data was collected from a sample of 101 consumers in Thimpu, Bhutan. The AMOS software developed for analyzing the Structure Equation Modeling (SEM) and SPSS was used. Based on the standardized path coefficients of the structural model, the findings revealed that only availability of organic products and environmental concerns have a significant impact on the intention to purchase organic products. However, the results showed no significant direct relationship exists between attitude and intention to purchase organic products. The findings supported the results from some earlier studies and bring out several new ideas such as the importance of environmental concerns in Bhutan. The findings have significantly contributed to the advancement of knowledge in the ecologically conscious buying behaviour of organic products in Bhutan. The implications were in the areas of encouraging people in Bhutan on the purchase of organic products. Results of the research are useful for marketing professionals of green products to develop effective green marketing strategies. This research provides valuable insights into green consumer behaviour in Bhutan context by examining the factors that influence their purchase decisions towards organic products.

Keywords: Organic food, Buying behaviour, Environment concern, Availability, Attitude