Purchasing intention towards organic food among generation Y in Malaysia

Siti Hasnah Hassan, . and Loi Wai Yee, . and Kok Jean Ray, . Purchasing intention towards organic food among generation Y in Malaysia. pp. 16-32. ISSN 1985-3890

The demand for organic food is increasing due to greater consumer awareness of the nutritional value and food protection for health care. Consumers purchasing intention is the most influential factor affecting the actual purchase of organic food. Therefore this study aims to examine the Generation Y (Gen Y) consumers purchasing intention towards organic food in Malaysia. The data were collected from 226 respondents using structured questionnaires. The results of the analysis show that environmental concern health factors and perceived value influence consumers purchasing intention towards organic food. Interestingly knowledge concerning organic food is not significant in influencing the intention to purchase organic food. The results of the study provide important insights to marketers and food manufacturers concerning the factors that influence consumers intention to purchase organic food. The outcome of the study can provide guidance for marketers in communicating with their consumers using nonverbal methods such as through their perception.

Full text available from: Official URL: http://www.fama.gov.my/documents/10157/c12a2988-c3...

Abstract

The demand for organic food is increasing due to greater consumer awareness of the nutritional value and food protection for health care. Consumers purchasing intention is the most influential factor affecting the actual purchase of organic food. Therefore this study aims to examine the Generation Y (Gen Y) consumers purchasing intention towards organic food in Malaysia. The data were collected from 226 respondents using structured questionnaires. The results of the analysis show that environmental concern health factors and perceived value influence consumers purchasing intention towards organic food. Interestingly knowledge concerning organic food is not significant in influencing the intention to purchase organic food. The results of the study provide important insights to marketers and food manufacturers concerning the factors that influence consumers intention to purchase organic food. The outcome of the study can provide guidance for marketers in communicating with their consumers using nonverbal methods such as through their perception.

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Item Type:	Article
AGROVOC Term:	Purchasing
AGROVOC Term:	Purchasing habits
AGROVOC Term:	Organic foods
AGROVOC Term:	Consumers
AGROVOC Term:	Food safety
AGROVOC Term:	Perception
Geographical Term:	Malaysia
Depositing User:	Ms. Suzila Mohamad Kasim
Last Modified:	26 Apr 2025 16:46
URI:	http://webagris.upm.edu.my/id/eprint/22190

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