The moderating effect of food safety knowledge on organic food purchase intention in a new normal

Mohamad Amiruddin Mohamad, . and Newaz Farhana Tahmida, . and Siti Aisyah Tumin, . and Nur Farihin Abdul Rahman, . and Muhammad Safuan Abdul Latip, . and Ismayaza Noh, . The moderating effect of food safety knowledge on organic food purchase intention in a new normal. pp. 2281-2299. ISSN 0128-7702

The emergence of a new normal life caused by pandemic Coronavirus Disease (COVID-19) leads to consumer perception and business practices changes. However there is limited data on the current market demand and condition on consumer purchase intention of organic food associated with food safety knowledge. Thus this study aimed to examine consumer perception toward organic food in a new normal life. A total of 330 valid responses were received for analysis using Structural Equation Modelling (SEM) and PROCESS. The data were collected in Malaysia using an online questionnaire mainly because of physical distances and Movement Control Order (MCO). The finding revealed that personal attitude perceived social pressure and perceived autonomy influence organic food purchase intention in a new normal life. However it is not perceived as green trust. Besides food safety knowledge significantly moderates the relationship between personal attitudes toward organic food purchase intention. The finding is valuable for current producers marketers and the government body to understand the changes in consumer purchase intention in a new normal life and assist future planning and operationalising to protect develop and maintain the organic food industry.

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Abstract

The emergence of a new normal life caused by pandemic Coronavirus Disease (COVID-19) leads to consumer perception and business practices changes. However there is limited data on the current market demand and condition on consumer purchase intention of organic food associated with food safety knowledge. Thus this study aimed to examine consumer perception toward organic food in a new normal life. A total of 330 valid responses were received for analysis using Structural Equation Modelling (SEM) and PROCESS. The data were collected in Malaysia using an online questionnaire mainly because of physical distances and Movement Control Order (MCO). The finding revealed that personal attitude perceived social pressure and perceived autonomy influence organic food purchase intention in a new normal life. However it is not perceived as green trust. Besides food safety knowledge significantly moderates the relationship between personal attitudes toward organic food purchase intention. The finding is valuable for current producers marketers and the government body to understand the changes in consumer purchase intention in a new normal life and assist future planning and operationalising to protect develop and maintain the organic food industry.

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Item Type:	Article
AGROVOC Term:	Food safety
AGROVOC Term:	Organic foods
AGROVOC Term:	Public perception
AGROVOC Term:	Questionnaires
AGROVOC Term:	Attitudes
AGROVOC Term:	Indigenous knowledge
AGROVOC Term:	Consumer behaviour
AGROVOC Term:	Social behaviour
AGROVOC Term:	Consumer expenditure
AGROVOC Term:	Consumer preferences
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/10323

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