To Buy or Not to Buy? Consumers’ attitudes and Purchase Behavior for Organic Food in Malaysia
Beli atau Tak Beli? Perilaku Pengguna dan Kelakuan Pembelian Makanan Organik di Malaysia

Department of International Business
Faculty of Accountancy and Management
Universiti Tunku Abdul Rahman
Jalan Sungai Long, Bandar Sungai Long
Cheras, 43000 Kajang, MALAYSIA.

tailc@utar.edu.my

Department of International Business
Faculty of Accountancy and Management
Universiti Tunku Abdul Rahman
Jalan Sungai Long, Bandar Sungai Long
Cheras, 43000 Kajang, MALAYSIA.

yeongwm@utar.edu.my

Department of International Business
Faculty of Accountancy and Management
Universiti Tunku Abdul Rahman
Jalan Sungai Long, Bandar Sungai Long
Cheras, 43000 Kajang, MALAYSIA.

malathinair@utar.edu.my

Department of International Business
Faculty of Accountancy and Management
Universiti Tunku Abdul Rahman
Jalan Sungai Long, Bandar Sungai Long
Cheras, 43000 Kajang, MALAYSIA.

siabc@utar.edu.my

Abstract

Organic products demand is increasing due to the awareness of the health benefits and nutritional values attached to these produces. However, in Malaysia, the organic industry is relatively small with more than 60% of the organic products being imported from overseas. Given the importance of this niche sector to the agriculture sector, marketers should understand how the consumers make decisions towards organic products. This study investigated the Malaysian organic purchasers on what affects them in their buying intention. The study uses a non-probability volunteer sampling method of 455 respondents using Structural Equation Modeling- Analysis of Moment Structures (SEM-AMOS). Results showed that health consciousness and animal welfare affects purchasing behavior directly and positively. Health consciousness, taste and food safety indirectly affect purchasing behavior while animal welfare does not have the indirect effect. This study seeks to assist organic product marketer in the development of effective marketing strategies for further increase of organic product consumption.

Keywords

animal welfare; attitude; better taste; food safety; health conscious; Purchasing behavior
https://doi.org/10.17576/pengurusan-2020-60-01

Citation

Tai, L. C., Yeong, W. M., Narayana Nair, M. N., & Sia, B. C. (2020). To Buy or Not to Buy? Consumers’ attitudes and Purchase Behavior for Organic Food in Malaysia. Jurnal Pengurusan, 60, 3–12. https://doi.org/10.17576/pengurusan-2020-60-01

@article{tai2020buy,
  title={To Buy or Not to Buy? Consumers’ attitudes and Purchase Behavior for Organic Food in Malaysia},
  author={Tai, Lit Cheng and Yeong, Wai Mun and Narayana Nair, Malathi Nair and Sia, Bee Chuan},
  journal={Jurnal Pengurusan},
 

volume={60},
  number={},
  pages={3—12},
  year={2020},
  doi={https://doi.org/10.17576/pengurusan-2020-60-01},
  publisher={Penerbit UKM},
}

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60 (2020) 3 – 12

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