FACTORS INFLUENCING CONSUMER PURCHASE INTENTION TOWARDS ORGANIC FOOD: EVIDENCE FROM MALAYSIA

Abstract

The term organic food arose from western regions like Europe and North America. In recent decades, the consumption of
organic food has become popular and gradually spread to Asian countries. Specific guidelines were established in order to
produce real and authentic organic food. In Malaysia, the Department of Agriculture established MyOrganic certification to
monitor the standard of organic farms and producers. However, knowledge of organic food among Malaysians is still minimal.
Thus, the purpose of this study is to determine what factors influence Malaysians' purchase intentions towards organic food.
Even though organic food has been on the market for the past 20 years, the awareness of organic food among Malaysians is
still low, which is believed to inevitably affect purchase intention. The primary goal of this paper is to investigate the
relationship between Malaysians' Purchase Intention of Organic Food through the six independent variables, which are:
consumer attitude, health consciousness, perceived price, perceived availability, environmental concerns, and subjective norm.
The study employed a quantitative methodology. A questionnaire that was generated via a Google Form was used for the data
collection and disseminated via various social media platforms such as WhatsApp, Facebook, and Instagram. Convenience
random sampling was used and a total of 600 questionnaires were distributed, and 500 samples were returned, with a response
rate of 83 percent. The target population consisted of the whole population of Malaysia. A few analyses were carried out after
data collection was completed. SPSS was used as our analysis tools for the normality test where box plot analysis was analysed.
Correlation, regression analysis and reliability tests were done too. The study resulted in a significant positive relationship
between all the six variables: consumer attitude, health consciousness, perceived price, perceived availability, environmental
concerns, and subjective norm with consumer purchase intention. In addition, this study aspires to support stakeholders of
those involved in the organic food industry to have a better perspective on how to create value so customer intention to purchase
organic food becomes favourable.