Ing, Phang and ung Chai, Liew F (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: |
|
||||||
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) | ||||||
Journal: | UiTM Journal > International Journal of Service Management and Sustainability (IJSMS) | ||||||
ISSN: | 2550-1569 | ||||||
Volume: | 4 | ||||||
Number: | 2 | ||||||
Page Range: | pp. 1-30 | ||||||
Item ID: | 32612 | ||||||
Uncontrolled Keywords: | Self-interest, pro-social, NAM; TPB, organic food, retail grocery shopping. | ||||||
URI: | http://ir.uitm.edu.my/id/eprint/32612 |
Actions (login required)
![]() |
View Item |