IMPACT OF ONLINE ADVERTISEMENT ON CUSTOMERS’ PURCHASE INTENTION TOWARDS ORGANIC FOOD PRODUCTS:  A STUDY ON YOUTH CUSTOMERS OF BANGLADESH.

Md. Mazedul Haque; Md. Zahid Hasan; Sanuar Hossain; Imtiaz Ahmed

doi:10.51200/mjbe.v12i2.7187

Authors

Md. Mazedul Haque
Md. Zahid Hasan
Sanuar Hossain
Imtiaz Ahmed

DOI:

https://doi.org/10.51200/mjbe.v12i2.7187

Keywords:

Online Advertisement, Youth Customer, Organic Food Products, Bangladesh Purchase Intention

Abstract

This study examines the impact of online advertising on the purchase intentions of youth customers toward organic food products in Bangladesh. Theory of Planned Behavior (TPB) was employed as the theoretical foundation, leading to the development of seven hypotheses derived from existing literature. Primary data were collected through a self-structured questionnaire using a non-probability simple random sampling method, with responses from 345 youth customers across Bangladesh. The dataset was analyzed using IBM SPSS Statistics 21 and Microsoft Excel LTSC Professional Plus 2021, applying descriptive statistics, reliability testing and multiple regression analysis. The results indicate that customer information, entertainment, rewards, advertisement value and credibility significantly influence youth customers’ attitudes toward organic food products. Furthermore, attitude was found to play a crucial role in shaping purchase intention. These findings highlight the importance of well-designed online advertisements in promoting organic food consumption among young consumers in Bangladesh. The study provides valuable implications for marketers and policymakers in designing effective digital advertising strategies to foster sustainable consumer behavior.

Author Biographies

Md. Mazedul Haque

Department of Marketing,

Faculty of Business Administration, Islamic University,

Kushtia-7003, Bangladesh.

Md. Zahid Hasan

Faculty of Business, Bangladesh Army

University of Engineering & Technology (BAUET),

Qadirabad Cantonment, Natore-6431,

Sanuar Hossain

Department of Business Administration,

Faculty of Business, Bangladesh Army University of Engineering & Technology (BAUET),

Qadirabad Cantonment, Natore-6431, Bangladesh.

Imtiaz Ahmed

Department of Marketing,

Islamic University, Kushtia-7003, Bangladesh.

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