Consumers awareness towards organic rice in Malaysia

Ibitoye O. O, . and Nolila Mohd Nawi, . and Nitty Hirawaty Kamarulzaman, . and Norsida Man, . Consumers awareness towards organic rice in Malaysia. pp. 1711-1718. ISSN 22317546

Not many attempts have been made in previous studies to understand consumers socio-demographic characteristics and their awareness towards organic rice. Knowledge towards organic rice among consumers is fundamental to induce demand and market for organic rice. This study seeks to understand consumers awareness towards organic rice in Malaysia. The survey is exploratory in nature and was conducted at major supermarkets in Klang Valley. Data were analysed using descriptive analysis and chi-square analysis using cross-classification techniques and correlation to determine their relationship strength and direction of their relationship. The findings showed majority of the respondents (85.6) have some level of awareness towards organic rice while only 64.7 planned to consume organic rice in the future. This indicates that awareness of consumers towards organic rice does not necessarily translate to their planning to consume organic rice. Thus achieving awareness and understanding the linkage between awareness and consumption is fundamental to impacting demand and market for organic rice. The study also showed that the younger respondents have more concern towards organic rice. These findings if well responded to would definitely have positive implications for the Malaysian organic rice industry.

Full text available from: Official URL: http://ifrj.upm.edu.my/21%20(05)%202014/1%20IFRJ%2...

Abstract

Not many attempts have been made in previous studies to understand consumers socio-demographic characteristics and their awareness towards organic rice. Knowledge towards organic rice among consumers is fundamental to induce demand and market for organic rice. This study seeks to understand consumers awareness towards organic rice in Malaysia. The survey is exploratory in nature and was conducted at major supermarkets in Klang Valley. Data were analysed using descriptive analysis and chi-square analysis using cross-classification techniques and correlation to determine their relationship strength and direction of their relationship. The findings showed majority of the respondents (85.6) have some level of awareness towards organic rice while only 64.7 planned to consume organic rice in the future. This indicates that awareness of consumers towards organic rice does not necessarily translate to their planning to consume organic rice. Thus achieving awareness and understanding the linkage between awareness and consumption is fundamental to impacting demand and market for organic rice. The study also showed that the younger respondents have more concern towards organic rice. These findings if well responded to would definitely have positive implications for the Malaysian organic rice industry.

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Item Type:	Article
AGROVOC Term:	Food consumption
AGROVOC Term:	Organic foods
AGROVOC Term:	Rice
AGROVOC Term:	Consumer education
AGROVOC Term:	Malaysia
Geographical Term:	Malaysia
Depositing User:	Ms. Suzila Mohamad Kasim
Last Modified:	26 Apr 2025 15:42
URI:	http://webagris.upm.edu.my/id/eprint/21839

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