Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai

Phang, Ing@Grace and Liew, Fung Chai (2019) Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai. International Journal of Service Management and Sustainability (IJSMS), 4 (2). pp. 1-30. ISSN 2550-1569

Abstract

This paper examined organic food purchase intention among Malaysian grocery shoppers. Adopting the Theory of Planned Behaviour and Norm Activation Model, self-interest and pro-social factors were examined. Selfidentity was added to the framework as an additional variable in shaping the purchase intention of organic food and the mediating effects of the NAM were tested. A total of 131 valid responses were collected and analysed using SPSS v.24 and SmartPLS 3.0 software. The results indicated that purchases of grocery organic products are driven by both rational and emotional motives. There were significant impacts of perceived behavioural control, attitude, and personal norm on purchase intention of organic food. Interestingly, the results show that Malaysian shoppers did not use organic food as a mean to show socially desirable behaviours, but rather as a personal norm in which they were aware of the consequences and felt responsibilities to these negative consequences.

Metadata

Item Type: Article
Creators:
Creators
Email / ID Num.
Phang, Ing@Grace
UNSPECIFIED
Liew, Fung Chai
UNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Purchasing. Selling. Sales personnel. Sales executives
Divisions: Universiti Teknologi MARA, Sarawak > Kota Samarahan Campus
Journal or Publication Title: International Journal of Service Management and Sustainability (IJSMS)
UiTM Journal Collections: UiTM Journal > International Journal of Service Management and Sustainability (IJSMS)
ISSN: 2550-1569
Volume: 4
Number: 2
Page Range: pp. 1-30
Keywords: Self-interest, pro-social, NAM; TPB, organic food, retail grocery shopping.
Date: September 2019
URI: https://ir.uitm.edu.my/id/eprint/32612
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32612

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