Role of Health Consciousness, Environmental Concern, and Peer Pressure in Organic Tea Consumption

Abstract

Kazi and Kazi Tea Estates Limited is a Business concern of Gemcon Group. Kazi & Kazi Tea Estate Ltd. is the first and only internationally certified 100% organic tea in Bangladesh. It started its journey in 2000 through the tea plantation. The Purpose of this Study is to identify the “Role of Health Consciousness, Environmental Concern, and Peer Pressure in Organic Tea Consumption”. This study represents the main factors that attract consumers to purchase organic tea. Based on independent variables (health consciousness, environmental concern, peer pressure, and attitude), I collected information and implemented it in this report. I collected these variables from secondary data sources like published journals and articles studies. Based on the secondary data and variables, I conducted an online survey and tried to collect topic-related data. Tried to know the actual perception and attitude toward organic tea and its benefits. In this study, I accumulated some crucial data such as Bangladesh tea industry growth and demand, export market conditions as well as the dominant market leader of the current tea market of Bangladesh. KKTE Tea only produces organic tea in its production. No other company in Bangladesh claims that they are 100% organic. On behalf of organic tea, I give some information about organic tea and its cultivation, packaging, and preservation methods. Through the survey data analysis, I collected some findings. Based on the analysis data, I provided some recommendations in the last two chapters of this report. This report mainly focuses on the factors that most influence consumers ' purchase intention. Besides, find out how Kazi and Kazi fulfill consumers' needs and what areas they have to improve to create awareness. KKTE not only produces the product in the market and sells it, but also plays a major role in the environment through the contribution of different corporate social responsibilities