摘要：Organic foods are more attractive to consumers than conventional foods due to technological advancements, health and environmental protection, and nutritional value. Purpose of this research is to uncover some hidden facts about consumers' organic food purchasing habits. This study employs a purposive sampling method to collect 110 records from people who buy organic food in Dhaka, Bangladesh, from various online shops, superstores, and department stores. The use of multivariate analysis, such as factor analysis, is used to understand why people purchase organic food. When it comes to purchasing organic food, the first consideration is health and lifestyle, followed by environmental benefits, product characteristics, perceived quality and price, marketing strategy, and customer confidence. The result of the factor analysis reveals that, three factors are accounted for explaining more than 75 percent variation explanation and scree plot, Horn’s parallel analysis, and Kaiser Criterion assures it. As a result, availability and trust are needed, which can be achieved through appropriate certification and advertising. The findings of this study suggest that, health-related concerns and lifestyle, environmental benefit, perceived price, trust, perceived quality, and marketing strategy all influence consumer behavior. These factors are crucial for triggering their movement in organic food selling shop. As a result, the government, as well as people of all ages, should speak out about the nutritional value, health problems, and product qualities of organic food in order to raise awareness of buying organic food.
