Consumer Perception and Quality Assurance of Agro-Products in Bangladesh-

Focus on Organic foods Specially Vegetables, Fruits and Crops

*JANNATUL MAWA NUPUR.

1
 Abstract:
A growing interest in quality (organic) foods specially vegetables, fruits and crops purchasing

has prompted recently. Consumers’ preference for quality food taking is based on a general

perception that organic foods have more desirable characteristics than conventionally-grown

alternatives. Human health, food safety and environmental stewardship, along with several other

product characteristics such as nutritive value, taste, freshness, appearance, and other sensory

characteristics influence consumer preferences. With the growing number of diversified and

complex goods, it has become difficult for ordinary and individual consumers to assess the

quality of the products and get the highest value for the money spent. Consumers often feel

frustrated and confused in choosing an item that would ensure the reasonable value for money.

Often they are cheated and deceived in quality, weight and price by the dishonest seller. The

general objective of this research is to investigate the consumer perception on organic foods and

to what extent the stakeholders of agribusiness are effective to ensure the quality of agro-

products in Bangladesh. This study also tries to find out the market situation of quality food

purchasing by consumers in Dhaka city.

2
 1.0 Introduction
1 Agro Products embrace a broad all-inclusive category of products related to agriculture. It

includes a comprehensive range of raw and finished goods under the classifications of plants,

animals and other life forms. The term 'agro' has stemmed from the Greek word 'agros' meaning

field, which has led to its current usage meaning anything that falls under the ‘agricultural’

category.

1.1 Organic Foods and Consumption

2 Organic foods are those produced and processed through a system that encourages biological

natural processes on the farm, allows farm plants/animals to exhibit natural behavior and

excludes the use of synthetic pesticides, chemical fertilizers, antibiotics and genetically modified

organisms.

3 Consumers nowadays are becoming concerned about environmental quality and chemical

residues in food, and follow particular diet sets for various (medical or other) reasons. There are

consumers who also are concerned with ‘factory farming’ methods. And, some consumers

believe that a price premium on a product signals a better product.

1.2 Quality

4 In general quality means the measurement of excellence or state of being free from defects,

deficiencies, and significant variations. ISO 8402-1986 standard defines quality as "the totality

of features and characteristics of a product or service that bears its ability to satisfy stated or

implied needs."

3
Quality policies are to access the customer's satisfaction through continual improvement of product

quality, product on-time delivery and quick services when the customers require. 6 The concept

of consumerism was available in the world since 1962 which was initiated by the great American

president John F. Kennedy. There he amended four rights at the presidential message. These are:

(a) the right to safety, (b) to be informed, (c) to choose and (d) to be heard. UN General

Assembly approved later eight rights on 9th April, 1985.

Bangladesh has some separate laws for protecting the consumer’s interest. The Consumer

Protection Laws of the country were amended last in the beginning of the eighties and such laws

have become obsoletes in totally changed context. Consumers in Bangladesh complain that the

unrestricted influx of substandard, harmful, adulterated and imitated goods and fraudulent

services in the market are mounting.

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1.3 The Objectives of the Study

The general objective of this research is to investigate quality ensured by the stakeholders of

organic foods within the Consumer Protection Laws framework .The study will examine to what

extent the Government and the civil society are effective in order to ensure the quality of agro-

products in Bangladesh.

Specifically, the purpose of the research may be stated as follows:

 To analyze the current scenario of organic foods consumption in Bangladesh especially in

Dhaka city.

 To identify the factors that will affect organic foods consumption by the consumers in

Dhaka city.

 To assess the quality assurance of agro products provided by suppliers, manufacturers

(farmers), wholesalers and retailers in Bangladesh.

 To investigate the role of government and other stakeholders in quality assurance for the

prospect of agribusiness in Bangladesh.

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1.4 Limitations of the Study

 There are no strong and active national organic movements exist in Bangladesh.

Secondary data are not much available on this topic.

 For the success of the survey, the author has had to play a vital role in carrying out the field

work with shortage of time and fund.

 This study focuses on the selective consumers only in Dhaka city, mainly metropolitan area.

So the findings of this study do not reflect the overall status of organic consumers in

Bangladesh, even in greater Dhaka. The sample size was very selective as the surveys were

conducted in the selected locations and the focus group was only the green buyers

(vegetables, fruits and other herbs).

 Some data could not be collected properly too (partially answered or skipped by the

respondents).

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1.5 Literature Review:

Lord North Bourne (1939) coined the term Organic Farming in his book “Look to the Land”
(written in 1939, but published in 1940), out of his conception of "the farm as organism", to
describe a holistic, ecologically-balanced approach to farming -- in contrast to what he called
chemical farming, which relied on "imported fertility" and "cannot be self-sufficient nor an
organic whole".

PROSHIKA, with its “Ecological Agriculture Program” (EAP), is the peak organic body in the
country. Since 1978 it began to spread ecological practices among its group members by
growing varieties of seasonal vegetables. It’s EAP has involved around 0.8 million farmers in
organic cultivation across 0.22 million acres of land. Out of these, 0.22 million farmers started to
practice ecological agriculture on 0.08 million acres of land in the last five years. It has also
introduced an organic vegetable marketing project to promote the consumption of organic
vegetables. Between July 1999 and March 2003, it received some funding support from the
World Bank.

7 Amos Lidror Stanley and Olusegum (1990) official quality control system of vegetables and
fruit is based on the principle of product quality assurance at all stages of production – from
producer to consumer. Producers are responsible for product quality and safety.

Amos Lidror Stanley and Prussia (1990) the delivery of high quality agricultural products is
more essential than ever before due to increasing consciousness of quality by consumers. The
best way for successful marketing is to offer products of superior quality and consistency.
Quality is defined as conformance to a customer's price limited anticipated needs.

In 1990 we saw a spark of growth of private agribusiness enterprises, which accelerated in the
late part of the decade and continues its growth in the early part of the 2000s. The most visible
growth took place in sub-sectors such as poultry, shrimp, potato and cold storage, fruit
processing, and supermarket chains. Several agribusiness trade and industry associations started
to organize themselves in the latter part of the 1990s and their growth continues in the early
2000s.

Groff (1993) mentioned some key factors that affecting consumer preferences were freshness,
healthiness, flavor, nutrition, safety, appearance, price, environmental effect, certification, where
it is grown, and brand.

8 Hysen and Byrne (1994) older buyers, female and married consumers were more likely to
choose stores offering pesticide- free products.

BARC (1997) a good soil should have an organic matter content of more than 3.5%, but in
Bangladesh most soils have less than 1.7%, and some soils have even less than 1% organic
matter Moreover, the continuous and unbalanced use of inorganic nutrients in an intensive
cropping system has been considered to be the main cause for stagnating or declining crop
productivity. Unless the use of balanced fertilizers and organic matter in soils is seriously
considered, sustenance or an increase in productivity can hardly be achieved.

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FAO (1998) on the FAO/IFOAM meeting on Organic Agriculture-organic foods consumption
consider that because of their high price, organic foods are relatively unpopular with consumers
in developing countries It notes that market opportunities in high income countries offer good
incentives for practicing organic agriculture, but inadequate incentives in low income countries.

In Bangladesh, a recent research on Organic Food consumers was conducted by Hossain,

Sugimoto, Ueno and Rafiul (2007) and they observed that most of the consumers were aware of
the ‘harmful effects of pesticides or chemical fertilizer on human body and environment’. Due to
the lack of knowledge about organic food, they have no option to normal food.

Asaduzzaman, and Itohara (2008) shows that consumers were highly conscious regarding their
personal health, had medium awareness regarding the environmental hazards caused by agro-
chemicals, are aware, and a few had low awareness. But the supply of organic food items in the
local market was insufficient; and most mentioned that organic rice, fruits, fish, shrimp, egg and
chicken satisfied less than half of their family demand.

Professor Omri Ben-Shahar (2009) the "Myths of Consumer Protection" why he believes the
modern consumer protection movement is largely misguided. Consumer advocates three things
that consumers need: (a) information about products, (b) access to courts, and (c) remedies for
wrongs done to them. In the eyes of the consumer advocate, a consumer cannot compete with
large corporations without these three things.

1.7 Government Regulatory Agency: Bangladesh Standard & Testing Institution (BSTI)

9 The BSTI is the only national standard body of the country recognized internationally.
Main functions of BSTI include:
 Development of national standards in the field of Agriculture and industrial products and
services,
 Issues of certification marks,
 License for quality product and services,
 Testing of products and metrological services.

1.8 Packaging and Marking Rules:

The material shall be packed in suitable well-closed containers.
The container shall be legally marked with the following information---
• Manufacture's name,
• Recognized trade mark, if any,
• Name and type of material,
• Net content in 'g' of the material,
• Batch or lot number in code or otherwise.

The use of BSTI Certification is governed by the provision of the BSTI Ordinance 1985, and the
rules and regulations made there under.
1.9 Consumers' Association of Bangladesh (CAB)

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10 Consumer Association of Bangladesh (CAB), a Consumer Agency is a non- government,
voluntary association established on February 28, 1978. The government recognized it in 1983. It
works with the International Organization of Consumer Association (IOCU), established in
1960. The purpose of the organization is to protect the right of the consumers, developer promote
awareness among consumers, and to organize the consumers.

11 The ISO 14000 family addresses "Environmental management".

This means what the organization does to:

 minimize harmful effects on the environment caused by its activities, and to

 achieve continual improvement of its environmental performance.

1.10 Methodology of the study

The main purpose of the study is to investigate the consumer perception on organic foods in
Bangladesh specially in Dhaka city and the quality ensured by the stakeholders of agribusiness in
Bangladesh agro- market.
Among the various factors the researchers will attempt to find out the critical success -factors for
this industry through the secondary data analysis. It will be done through collection and analysis
of secondary data (e.g. printed materials and digital resources) and primary sample survey data.

1.10.1 Research Period:

We shall cover the period 2003- 2009 (Up to April). The period was very remarkable in the sense
of implantation of consumer right in Bangladesh market. The period 2009 (Up to April) was
specially remarkable because of the urgent actions taken by the Caretaker Government and
current government to control the quality of consumer products in Bangladesh. So the period will
give us a prominent view which will help us to prepare the study.

1.10.2 Selection of Sample Size

The selection of sample size will be made on the basis of the different segments of the industry,
in order to cover the agro-market as whole and 70 consumers are selective respondents (green-
consumers) of agro products in Dhaka City (Metropolitan), selective locations (superstores,
greengrocers, open markets).

1.11 Quantitative Analysis and Findings

Demographic Details of Consumers
To assess the awareness, perceptions and attitudes of consumers in Organic food market (here
it’s only in Dhaka), it is crucial to know about the Socio-economic profile of consumers.
Because consumers’ purchasing behavior is influenced by cultural, social, and personal factors.
Table 04: Cross tabulation of Professions with Gender and Educational Status
Gender
Male Female

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 Educational status Educational status
Under SSC HSC Under- Post- Under SSC HSC Under- Post-
SSC passed passed graduate graduate Other SSC passed passed graduate graduate Other
House
0 0 0 0 0 0 0 0 6 5 2 0
wife
Self-
0 0 0 0 2 1 0 0 0 0 0 0
employed
Non-govt.
2 0 2 1 14 0 0 0 0 0 2 0
service
Govt.
0 1 0 1 3 0 0 0 0 0 2 0
service
Business 0 0 1 5 1 0 0 0 0 0 0 0
Student 0 1 0 0 0 0 0 1 6 10 0 0
Pensioner 0 0 1 0 0 0 0 0 0 0 0 0
2 2 4 7 20 1 0 1 12 15 6 0
Total 2.9% 2.9% 5.7% 10.0% 28.6% 1.4% .0% 1.4% 17.1% 21.4% 8.6% .0%
Table 05 below shows the total sample breakdown in terms of family size and monthly
expenses. The majority, 44.3%, were from families of 4-6 members, whereas 37.1% were from
small families (below 4). 17.1% were from large families having 6-8 members.
The majority, 40.0% spend Tk.15000 – Tk.20000 per month, followed by 24.3% (Tk.10000-
Tk.15000), and 17.1% (Tk.20000-Tk.25000). Surprisingly, monthly expenses of 12.9% were
only below Tk.10000, whereas only 5.7% spend Tk.25000-Tk.30000 per month.
Expectedly, most of the people spending above Tk.15000 per month, come from the medium and
small families (20.0% & 17.1%) who are the upper class of the society.

Table 05: Family Size with Monthly Expenses and Professions

Monthly expenses
Above
Below Tk. Tk.10,000 - Tk.15,000 - Tk.20,000 - Tk.25,000 - Tk.
10,000 Tk.15,000 Tk.20,000 Tk.25,000 Tk.30,000 30,000
House
0 .0% 1 1.4% 5 7.1% 2 2.9% 1 1.4% 0 .0%
wife
Self-
0 .0% 0 .0% 0 .0% 1 1.4% 0 .0% 0 .0%
employed
Non-govt.
2 2.9% 0 .0% 5 7.1% 2 2.9% 0 .0% 0 .0%
Family service
size: Govt.
Below 4 service 0 .0% 0 .0% 2 2.9% 1 1.4% 0 .0% 0 .0%

Wage
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
earner

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 Business 1 1.4% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Student 2 2.9% 0 .0% 0 .0% 0 .0% 1 1.4% 0 .0%
Pensioner 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Other 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
House
0 .0% 1 1.4% 1 1.4% 0 .0% 0 .0% 0 .0%
wife
Self-
0 .0% 0 .0% 2 2.9% 0 .0% 0 .0% 0 .0%
employed
Non-govt.
0 .0% 4 5.7% 3 4.3% 1 1.4% 0 .0% 0 .0%
service
Family Govt.
0 .0% 1 1.4% 2 2.9% 0 .0% 0 .0% 0 .0%
size: service
4-6 Wage
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
earner
Business 0 .0% 0 .0% 2 2.9% 0 .0% 0 .0% 0 .0%
Student 2 2.9% 8 11.4% 4 5.7% 0 .0% 0 .0% 0 .0%
Pensioner 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Other 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
House
0 .0% 2 2.9% 0 .0% 0 .0% 0 .0% 0 .0%
wife
Self-
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
employed
Non-govt.
0 .0% 0 .0% 2 2.9% 2 2.9% 0 .0% 0 .0%
service
Family
size: Govt.
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
6-8 service
Wage
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
earner
Business 0 .0% 0 .0% 0 .0% 3 4.3% 1 1.4% 0 .0%
Student 1 1.4% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Pensioner 0 .0% 0 .0% 0 .0% 0 .0% 1 1.4% 0 .0%
Other 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
House
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
wife
Self-
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
employed
Non-govt.
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
service

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 Govt.
1 1.4% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Family service
size: Wage
8 - 10 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
earner
Business 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Student 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Pensioner 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Other 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
House
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
wife
Self-
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
employed
Non-govt.
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
service
Family
size: Govt.
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
10+ service
Wage
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
earner
Business 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Student 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Pensioner 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
Other 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
House
0 .0% 4 5.7% 6 8.6% 2 2.9% 1 1.4% 0 .0%
wife
Self-
0 .0% 0 .0% 2 2.9% 1 1.4% 0 .0% 0 .0%
employed
Non-govt.
2 2.9% 4 5.7% 10 14.3% 5 7.1% 0 .0% 0 .0%
service
Total
Govt.
1 1.4% 1 1.4% 4 5.7% 1 1.4% 0 .0% 0 .0%
service
Wage
0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
earner
Business 1 1.4% 0 .0% 2 2.9% 3 4.3% 1 1.4% 0 .0%
Student 5 7.1% 8 11.4% 4 5.7% 0 .0% 1 1.4% 0 .0%
Pensioner 0 .0% 0 .0% 0 .0% 0 .0% 1 1.4% 0 .0%
Other 0 .0% 0 .0% 0 .0% 0 .0% 0 .0% 0 .0%
9 12.9% 17 24.3% 28 40.0% 12 17.1% 4 5.7% 0 0%

12
 Table 06 below shows the total sample breakdown in terms of purchasing status, gender, and
monthly expenses. Regarding purchasing status, 44.3% were frequent, and 31.4% were regular.
15.7% purchased seldom, while 8.6% never purchased Organic foods.
Expectedly, people from upper class (monthly expenses above Tk.15000) are more regular and
frequent in purchasing Organic foods, 30.0% and 24.4%, respectively.
In general, female consumers purchase Organic more than men.

Consumers’ Awareness and Usage of Organic Foods

In order to gauge the levels of awareness of consumers on Organic food products they were first
asked what they understood by the term ‘Organic foods’. There appeared to be a significantly
high lack of awareness as out of the total sample, 7.1% said they did not know or were not sure
what the term ‘Organic foods’ means. Another 65.7% of the total sample said that Organic foods
were natural foods, 54.3% said that they were foods without chemicals / pesticides, 21.4% herbal
foods, 11.4% traditional or indigenous foods, while Organic foods were mentioned with ‘other’
terms by 3% of the total sample.

Figure 01 below shows the responses by gender and educational status

Figure 01: Understanding of 'Organic Foods'

Natural foods Herbal foods
30 Products without chemicals /pesticides Traditional /indigenous foods
Others Don't know / not sure
25 24
23
22
20
20 18 18
16
15 14

10
10 8
7
5 5 5
5 4 4 4
3 3 3
2 2 2
11 1 11 1 1 1
0
Male Female Under-SSC SSC-passed HSC-passed Undergraduate
Postgraduate Other
Table 07: Understanding of ‘Organic foods’
Sample Size Male Female Total
36 34 70
51.4% 48.6% 100%

Natural foods 24 22 46
34.3% 31.4% 65.7%

Herbal foods 5 10 15

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 7.1% 14.3% 21.4%

Products without chemicals /pesticides 20 18 38

28.6% 25.7% 54.3%

Traditional /indigenous foods 3 5 8

4.3% 7.1% 11.4%

Others 1 2 3
1.4% 2.9% 4.3%

Don't know / not sure 1 4 5

1.4% 5.7% 7.1%

The consumers were also asked their sources of information on what Organic food/products
are. TV programs/adverts (48.6%), Newspapers (45.7%), Magazines/books (30%), and Words of
mouth (30%) appear to be the most common source of information across the different
ideologies of what Organic foods are. This is followed by Superstores/market (25.7%),
school/college teachings (20%), and promotional/educational events (18.6%). Other sources
were mentioned by 10%, and 4.3% were not sure of their source of information on Organic
foods.
Details can be seen in the Figure 02 and Table 08 below:
Figure 02: Source of information on what organic foods are TV Programs / ads

25
News papers
22
20 Magazines / books
20

Taught in school /
college
15 14 14
13 At a promotional /
11 educational event
10
10 Words of mouth
8 8 8
7 7
6
5 5 Superstores / market
5
2 2 Other (Betar, FM
1
Radio)
0
Don't know / not sure
Male Female

Table 08: Source of information on what Organic foods are

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Sample Size Male Female Total
36 34 70
51.4% 48.6% 100%
TV Programs / ads 14 20 34
20.0% 28.6% 48.6%
News papers 22 10 32
31.4% 14.3% 45.7%
Magazines / books 7 14 21
10.0% 20.0% 30.0%
Taught in school / college 6 8 14
8.6% 11.4% 20.0%
At a promotional / educational event 5 8 13
7.2% 11.4% 18.6%
Words of mouth 8 13 21
11.4% 18.6% 30.0%
Superstores / market 7 11 18
10.0% 15.7% 25.7%
Other 5 2 7
7.1% 2.9% 10.0%
Don't know / not sure 1 2 3
1.4% 2.9% 4.3%
On usage, consumers were asked whether they have ever consumed or considered consuming
Organic products. Surprisingly, majority of the total sample claimed they had ever consumed
Organic products (70.0%), a significant number (21.4%) had considered consuming; however
2.9% were not sure or did not know, while 5.7% said no.
The results are as seen in Figure 03 and Figure 04, respectively below

Figure 03: Whether/ever consumed or considered consuming

Organic foods

Have consumed Considered consuming No Don't know/Not Sure

49
50

40

30
Sample size: 70 15
20
4 2
10

15
All respondents were also asked about the length of the period of Organic purchasing.
Figure 04: The length of the period of Organic purchasing

1-2 years
30 (25)
Below
25 1 year
(19)
20

2 - 4 years
15 More than
(12)
4 years
10 None (8)
(6)
5

Those who said they had ever consumed or considered consuming Organic products were further
asked to specify which types of Organic foods these were in particular. Expectedly an
overwhelming majority mentioned Organic vegetables (92.9%) and fruits (88.6%), followed by
Organic dairy products (44.3%) and fishes (44.3%), which received 35% mention, then Organic
breads (40.0%), Organic meat at 32.9% and processed foods at 31.4%, rice and others at 20.0%
and 18.6% respectively.

Those who had said they had ever consumed or considered consuming Organic products were
also asked where they would prefer to purchase Organic products from. The results are as seen in
table below:
Table 10: Preferred place to purchase Organic foods
Sample size 70
100%
Supermarkets / stores 54
77.1%
Organic grocers 45
64.3
Open air markets 20
28.6%
Farms 22
31.4%
Kiosks 3

16
 4.3%
Others 2
2.9%
Don't know / not sure 6
8.6%
Supermarkets/stores were overall the most preferred 77.1%, particularly true for the capital city.
This was followed by greengrocers (64.3%). Farms (31.4%) are more popular than open air
market (28.6%), while kiosks were mentioned by 4.3%, and others 2.9%. But 8.6% respondents
were not sure or didn’t know where they would prefer to purchase Organic foods from.
Those who said they had ever consumed or considered consuming Organic products were also
asked about the place of buying Organic foods/products most often from.
The results are as seen in Table 11 below

Table 11: Place of buying Organic foods/products most often:

Places/locations Frequency Percent
Meena Bazar 23 32.9
Agora 16 22.9
Family World 4 5.7
Almas General Store 2 2.9
Prince Dept. Store 2 2.9
Nandan 7 10.0
PQS 1 1.4
New Market 1 1.4
Karwan Bazar 5 7.1
Other 9 12.9
Reasons for consumption of the different types of Organic food products were also explored
and these are tabulated below.
Table 12: Reasons for consuming or considering of consuming Organic foods:
BASE 70
100%
They are tasty 36
51.4%
They are healthy / nutritious 59
84.3%
They are safe (not contaminated) 59
84.3%
They are affordable 9
12.9%
Environmental friendly 34
48.6%
Good for management of illness 20
28.6%

17
 Others 3
4.3%
No specific reason / Indifferent 5
7.1%
The health and safety factors appeared to be the key motivating factors of consumption /purchase
followed by taste, and environment concerns.
This analysis implies that Organic food products should be quite popular with consumers given
that some of the reasons most people consume them are also some of the key considerations
when purchasing food products in general. Noteworthy however is that price /
affordability is the most important consideration (80.0%) when shopping. Hence Organic food
products need to be perceived as affordable in order to increase consumption by consumers.
Respondents who said that they have ever consumed or considered consuming Organic foods
products were also asked how they would verify that the foods they are buying or consuming
are Organic. 31.4% said they buy or would buy from specific brands (from superstores) that they
know to be Organic. 30% that they purchase or would purchase from specific shops that they
know sell Organic products, 27.1% said they would check the labels, 1.4% said they practice
their own Organic farming, 10.0% were not sure or did not know.

Table 13: How to verify/know of Organic foods

Frequency Percent
Check the labels 19 27.1
Only purchase from specific shops 21 30.0
Only purchase specific brands 22 31.4
Practice own Organic farming 1 1.4
Others 7 10.0
Total 70 100.0

All respondents were also asked whether or not it was important to know the source of origin or
producer of the Organic products.
Respondents who said that they have ever consumed or considered consuming Organic foods
products were also asked how often they check labels to see where a product is made or grown.
24.3% checked always, 18.6% checked frequently, 20.0% checked sometimes, 5.7% checked
seldom, and surprisingly majority 31.4%, checked never.
Respondents who said that they have ever consumed or considered consuming Organic foods
products were also asked how often they purchase products labeled 'Organic'. Majority 30.0%
purchased at sometimes, while 27.1% purchased always. And 22.9% purchased frequently , but
20.0% purchased never.
The results are shown below in the Figure 06.

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Figure 06: Analysis of checking label of Organic foods and its origin
Always frequently Sometimes Seldom Never

25

20

22 21
15 19
16
17
14
14
10
13

4
0
0
How ofte n do consume rs look at How ofte n do consume rs purchase
labe ls to se e whe re a product is products labe le d ‘Organic’
made or grown

Further the respondents who mentioned any given verification method as discussed above were
asked whether they trust this method or not. Majority 67.1%, said yes and 4.3% said no.
However 28.6% were not sure or didn’t know whether they trust this method of verification.
All respondents were asked whether or not they felt that there was need for verification
system. Majority 82.9%, said yes and 17.1% said they were not sure or didn’t know if there was
need for a verification system.
Respondents were also asked whether or not Organic products should be identified by a logo.
Majority 78.6%, said yes and 11.4% said no. However 10.0% were not sure or didn’t know
whether Organic products should be identified by a logo.
Again, all respondents were asked whether or not there were local standards for Organic
products in Bangladesh. Majority 38.6%, said no and 34.3% said yes. And 27.1% were not sure
or didn’t know whether there were local standards for Organic products in Bangladesh. The
results are as seen in Figure 07: below:
Figure 07: Awareness of facts on verification method and system, Organic logo and local
standards
Yes No Don't know/Not sure

100% 7
90% 20 8 19
80% 70
3
70%
60% 27
50% 12
55
40% 47
30%
58
20% 24 19
10%
0%
Whether trust If there is a Organic There are local
Those who felt there was need for a verification system were also asked to state who should be
in-charge of providing this verification. Majority mentioned the government (68.6%). Out of the
total sample who felt a need for verification, 11.4% also said it should be provided by an
independent certification body and 11.4% said it should be done by the producer/farmer himself.
Other responses given were companies buying from farmers at 5.7%, and 2.9% were not sure or
didn’t know who should be responsible for providing the verification of Organic foods.
Government
Independent certification authority
Companies buying from producers/farmers
The producer/farmer himself
Don't know/Not sure

48

2 8
8 4

Figure 08: Who should be responsible for providing this verification

All respondents were then asked which premium price would consumer agree to pay for
'Organic' by comparison with 'Non-Organic'. Expectedly, 50.0% were agreed to pay 0<10%
premium price following by 35.7% at 10%-19% premium price.
The results are as seen in Table 14 and Figure 09 below
Table 14: Premium price would consumer agree to pay for 'Organic' by comparison with
'Non-Organic'

Premium Price
Frequency Percent
0 < 10% 35 50.0
10% - 19% 25 35.7
20% - 29% 7 10.0
30% - 39% 1 1.4
40% - 49% 2 2.9
Total 70 100.0

20
 Figure 09: Price premium would consumers agree to pay
for Organic foods by comparison with Non-Organic foods

35

35
30 25

25
20
15
7
10
1 2
5 0

0<10% 10% - 19% 20% - 29% 30% - 39% 40% - 49% 50%>100%
Further the respondents were also asked whether Organic business would rise due to food
insecurity. Majority 71.4%, said yes while 11.4% said no. But 17.1% were not sure.
They were also asked whether or not consumers’ rights in Bangladesh have been established.
Expectedly, majority 67.1% said no, and 17.1% said yes. However, 15.7% were not sure or
didn’t know whether consumers’ rights in Bangladesh have been established.
Again, 77.1% respondents also said that they had price discrimination at the time of purchasing
Organic foods, only 11.4% didn’t agree, and 11.4% were not sure or didn’t know about it.
The results are as seen in Figure 10 below.
Figure 10: Awareness of facts on food insecurity, consumer rights, price discrimination
Yes No Don't know/Not sure

100%
11 8
12
90%
8
80% 8
70%
60%
47
50%

40% 54
50
30%
20%
10% 12

0%
Organic business will Consumer rights in Price discrimination at
rise due to Food Bangladesh has been the time of purchasing
insecurity established of the Organic
products

Consumers’ Perceptions and Attitudes toward Organic Foods and Farming

Having been exposed to the statement defining Organic products, the respondents were asked to
give a score on a scale of 1 to 10 (where 1 is not important at all, and 10 is very important) as to

21
 how important it would now be to them to consume Organic products. Overall, majority gave
high scores hence a mean score of 8.1. At data analysis stage, the responses for this question
were cross-tabulated with the responses from the usage question so as to see the importance of
consumption by those who had ever consumed, ever considered consuming and those who had
not or never considered consuming Organic products. Interestingly, it turned out that even for
those who had never consumed or never considered consuming Organic products, it was now
quite important to them to consume Organic products after learning what Organic products are.
The mean scores were as follows:

Again this implies that it is more out of a lack of awareness on Organic products that lends to
low or non-consumption of Organic products.
In order to gauge what consumers would most associate with Organic foods, respondents were
exposed to several short statements and asked to state which one they felt was most suited to
Organic foods. The key associations with the result can be seen in the table below:
Consumers’ awareness and attitudes on certain facts about Organic products was also tested. A
set of statements was read out to the respondents and they were asked to state whether or not
they did agree or disagree with these facts. The results are as seen in Table 16 below:

Table 16: Consumers’ Assessments/Evaluations of Organic foods and farming

70
Sample size 100%
(SD)Strongly Disagree; (DI) Disagree; (NE) Neutral; SD DI NE AG SA
(AG) Agree; (SA) Strongly Agree
Organic food is safer than ordinary food - - 3 20 47
- - 4.3% 28.6% 67.1%
Organic foods have less pesticides / chemicals 1 2 - 49 18
1.4% 2.9% - 70.0% 25.7%
Organic foods are more expensive than ordinary foods 12 8 6 38 6
17.1% 11.4% 8.6% 54.3% 8.6%
It is worth paying more for Organic foods 13 3 15 35 4
18.6% 4.3% 21.4% 50.0% 5.7%
Organic farming is as sustainable as conventional farming - 8 24 21 17
- 11.4% 34.3% 30.0% 24.3%
Only 'Greenies' buy Organic foods 9 22 22 14 3
12.9% 31.4% 31.4% 20.0% 4.3%
Organic productions help to improve the environment - 2 3 37 28
- 2.9% 4.3% 52.9% 40.0%
Organic foods are more nutritious than conventional foods - 4 5 19 42
- 5.7% 7.1% 27.1% 60.0%
Organic products are overpriced 10 12 6 31 11
14.3% 17.1% 8.6% 44.3% 15.7%
Organic foods look better than conventional foods - 8 7 37 18

22
 - 11.4% 10.0% 52.9% 25.7%
Organic foods has a premium price for genuine benefit - 12 9 28 21
- 17.1% 12.9% 40.0% 30.0%
Organic foods taste better than conventional foods - 1 10 24 35
- 1.4% 14.3% 34.3% 50.0%
Organic farming can produce enough food to feed the 1 11 12 27 19
world
1.4% 15.7% 17.1% 38.6% 27.1%
Conventional farming can coexist with Organic farming: 1 4 24 38 3
1.4% 5.7% 34.3% 54.3% 4.3%
It is better to buy an Organic product from abroad (i.e. 20 19 21 8 2
Thailand) than to buy a conventionally grown/produced
product in Bangladesh. 28.6% 27.1% 30.0% 11.4% 2.9%

Conclusion:

Still, despite awareness levels being low and by extension consumption incidence, perceptions
and attitudes towards organic foods appears to be quite positive. This is evident from the
reactions to the working definition or description of organic products. Once the respondents are
exposed to this, an overwhelming majority say that indeed organic products are a good thing and
also give a high score on the importance scale saying that knowing what they now know, it
would be very important to them that what they consume is organic. This is true even of those
who have never consumed nor considered consuming organic. On verification systems, most feel
that there should be some kind of verification system for organic products in the region thus this
is an issue that should indeed be pursued and actualized. The country governments would be
crucial in this process or system as most of the respondents view it as the suitable frontrunners in
this endeavor. Indeed organic products’ promotional and educational initiatives are lacking in the
region as implied by the low awareness and consumption levels of organic foods but more so as
evidenced by analysis of the post-test of such promotional and educational activities.
It can be inferred that despite the existence of the organic message bearers, there may not be
enough exposure or perhaps effective delivery of them hence little or no impact. Other than the
mass-media ones, most of these initiatives have also not been done on a very large scale so
perhaps cannot be expected to have a great national or regional impact.

Recommendation:

In order to address the ways for organic farming and consumption to multiply its impact on food
availability and safety, public and private sector capacities need to be strengthened at both
production and market levels as follows:

At Production Level

23
 Training and extension – provide farmers with basic knowledge of biological principles
and ecosystems processes, and support them in the implementation and adaptation of
sustainable farming practices.
 Participatory research – develop locally adapted technologies, particularly in soil fertility
management. The issue of increasing soil organic matter and soil microbial activity and
managing timely mineralization and nutrient availability is complex and particularly
demanding in areas where biomass production is limited due to climatic constraints.
 Organic input production –Increasing access to compost requires availability of biomass,
knowledge of composting techniques and, for larger scale farms, considerable
investments in mechanization. Community-based compost projects can be designed for
the farmers of a village to produce compost together on one site and learn together to
produce a high-quality compos.
 Farming system comparison trials – establish physical references for organic agriculture
in as many places as possible to give farmers a basis for decision making in view of a
possible conversion to organic agriculture; to back up local extensions and development
projects..

At Marketers Level
 Create awareness- introduce producers and consumers to organic agriculture. It is
possible to improve the level and quality of information through materials ranging from
simple field training, media programs, leaflets, cell phones up to Web sites and
comprehensive information campaigns.
 Increase information and transparency- provide consumers and other stakeholders with
information through market studies, market intelligence and business directories,
published for free access on paper, Radio/TV, cell phones and on the Internet.
 Link production with supply- brings market actors together via networking, trade fairs,
food festivals and other events. Vertical and horizontal cooperation of players in the
supply chain such as producers, traders, processors and retailers is essential and needs
support.
 Support creative initiatives- create and develop organic market initiatives, value chains
and farmer enterprises for organizing processing and marketing of their products, based
on successful market initiatives initiated by producer groups, NGOs or companies
through coaching, capacity building, financial support for first marketing steps and fair
credits.
 Develop domestic markets- focus on organic market initiatives specially to develop the
domestic market for organic food products. There is a need for accompanying measures
such as regional and national promotion activities, development of regional labels and
capacity building.
 Reasonable pricing- ensure the reasonable market price of the organic products according
to farmer’s production and supply chain cost.
 Reduce certification complexity and costs- overcome the expense of organic certification,
an insurmountable barrier for many producers. There is a need for local certification
bodies and participatory guarantee systems.
 Create locally adapted standards- support trade rules and favorable business conditions
up to comprehensive national action plans in order to support the development of the

24
 organic market. Trade should support diversity, fair trade, local solutions for organic
production and certification, and local food supply chains.
 Educating consumers- on how best to identify organic products. Promotion of organic
products using a mark or logo to identify them should also be considered. Informing
consumers on where they can buy organic products or where they are available.
Availability was a big issue and also information of where consumers can buy organic
food.
 Media (both electronic-te5levision and radio and print-newspapers) can play important
roles in increasing awareness of farmers and consumers.

25
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