Exploring influential dimensions towards intention to purchase green food products among Malaysian consumers

Hairazi Rahim, . and Mad Nasir Shamsudin, . and Zainalabidin Mohamed, . and Alias Radam, . Exploring influential dimensions towards intention to purchase green food products among Malaysian consumers. pp. 95-109. ISSN 1823-8149

The intention to purchase a product may be driven by the motivational dimensions in term of knowledge attitude subjective norm and socio-economic background of the consumers. Producers marketers and policy makers need to be more sensitive with the Malaysian consumers needs and wants to enhance their confidence level in purchasing green food products. This paper aims to explore the motivational dimensions that influence the Malaysian consumers intention behaviour to purchase green food products using the modified Theory of Reasoned Action (TORA) model. A total of 1 763 respondents were interviewed using structured questions. They were asked to rank their scale of the statements given in the questionnaire to identify the representative variables of knowledge salient beliefs evaluation from the outcomes salient referents and motivation to comply which influence their intention to purchase green food products. Exploratory Factor Analysis was used to determine the underlying dimensions of knowledge and other variables that exist in influencing the intention to purchase green food. The General Knowledge about Pollution (GKP) dimension from Knowledge Food Safety (FS) dimension from Attitude and Non-Family(NF) dimension and from Subjective Norm have been identified to be the most positively correlated dimensions with intention to purchase the green food products. Moreover NF dimension showed the highest significant relationship with behavioural intention.

Full text available from: Official URL: http://etmr.mardi.gov.my/Content/ETMR%20Vol.8%20(2...

Abstract

The intention to purchase a product may be driven by the motivational dimensions in term of knowledge attitude subjective norm and socio-economic background of the consumers. Producers marketers and policy makers need to be more sensitive with the Malaysian consumers needs and wants to enhance their confidence level in purchasing green food products. This paper aims to explore the motivational dimensions that influence the Malaysian consumers intention behaviour to purchase green food products using the modified Theory of Reasoned Action (TORA) model. A total of 1 763 respondents were interviewed using structured questions. They were asked to rank their scale of the statements given in the questionnaire to identify the representative variables of knowledge salient beliefs evaluation from the outcomes salient referents and motivation to comply which influence their intention to purchase green food products. Exploratory Factor Analysis was used to determine the underlying dimensions of knowledge and other variables that exist in influencing the intention to purchase green food. The General Knowledge about Pollution (GKP) dimension from Knowledge Food Safety (FS) dimension from Attitude and Non-Family(NF) dimension and from Subjective Norm have been identified to be the most positively correlated dimensions with intention to purchase the green food products. Moreover NF dimension showed the highest significant relationship with behavioural intention.

[error in script]

Item Type:	Article
AGROVOC Term:	Consumer surveys
AGROVOC Term:	Purchasing habits
AGROVOC Term:	Food products
AGROVOC Term:	Motivation
AGROVOC Term:	Consumer behaviour
AGROVOC Term:	Indigenous knowledge
AGROVOC Term:	Food beliefs
AGROVOC Term:	Attitudes
AGROVOC Term:	Food safety
AGROVOC Term:	Food quality
Depositing User:	Mr. AFANDI ABDUL MALEK
Last Modified:	24 Apr 2025 00:55
URI:	http://webagris.upm.edu.my/id/eprint/9716

Actions (login required)

View Item