Purchasing intention towards organic food among generation Y in Malaysia
2015
Siti Hasnah Hassan | Loi Wai Yee | Kok Jean Ray
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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