| Abstract [eng] |
The FMTP described in brief: The organic food industry is highly driven by the sense of trust and commitment. Consumers, especially those concerned about health and sustainability, tend to build brand loyalty with companies. Organic food industry promotes sustainability, authenticity and closeness to nature. The study has investigated the effectiveness of communication message structure in two distinct cultures; Bangladesh and Lithuania and explore how consumer trust functions in the organic food products. Elaborative Likelihood model and Hofstede’s Cultural dimensions are adopted for the theoretical framework. This quantitative research has explored the perspectives of consumers in Lithuania and Bangladesh through hypothesis testing and group statistics. It is found that consumers from both countries have significant sensitivity to communication message structure when it comes to developing trust for organic food products. Although there is no significant difference in the effectiveness of communication message structure in the specific cultural contexts. Problem, objective and tasks of the FMTP: Many studies have explored the cultural dynamics underlying different consumer responses, while others have examined how customers’ trust and attitudes toward purchasing organic foods influence their purchasing decisions (Ali et al., 2021; Akter et al., 2023). However, there is a research gap in merging these two topics, especially when it comes to comparing cross-cultural contexts, such as between Lithuania and Bangladesh. The problem that the study addresses is that organizations are struggling with the lack of awareness and clarity on impact of communication message structure, especially in the context of organic foods in different cultures. This study aims to investigate how the structure of communication messages influences consumer trust in organic foods, comparing scenarios in Bangladesh and Lithuania. To identify the effectiveness of the communication message structure in Bangladesh in organic food industry. To explore how customer attitudes vary in the communication message structure differently in Lithuania and Bangladesh in the context of organic food products, to provide insights into the cultural context for the differences in customer attitudes toward message structure in Lithuania and Bangladesh when it comes to organic food products, to examine theoretical understanding about the application of communication message structure in specific industry context i.e. organic food products. Research methods used in the FMTP: The research has adopted quantitative research method. 201 respondents who have purchased organic products in last one year and aged over 18 are asked closed-ended online questions. The collected data are analyzed using frequency analysis, one-sample t-test and group statistics. Research and results obtained: From testing 15 hypotheses, it is realized that communicational message structure on organic products can significantly impact on perceived risks, effectiveness of peripheral cues. Customers are also influenced by credibility of sources, transparency of information. The cultural dimensions also influence on perceived risk, quality of perceived arguments, credibility of perceived sources, effectiveness of peripheral cues and transparency of information. It is also realized that all of these aspects are significantly impacting intention to purchase organic food products. Conclusions of the FMTP: Findings from the analysis suggest that communication message structure can play an important role in building trust among customers, particularly for organic food products. This reality has no significant difference between Bangladesh and Lithuania. |
