Determinates of Level of Motivation to Consume Organic Tea
This particular study aims to analyze the factors determining the level of motivation to consume organic tea in Bangladesh. It has been seen in recent years consumption of organic tea has increased not only in developed countries but also in the developing countries like Bangladesh. A total of 300 respondents were interviewed of those who resides in Dhaka (the capital city of Bangladesh) using a structured questionnaire. Various demographic variables such as gender, age, income, occupation, education etc were taken into consideration. Later on, various statistical analyses were conducted to identify the factors that affect the consumers’ motivation of organic tea. The result shows that income and education plays an important role determining level of motivation. Another result shows that functional attributes (health issues) are more dominant than ethical consideration while consuming organic tea.
Keywords: Consumer Awareness, Organic Tea, Influencing Factors, Consumer Motivation