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

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

Download

[thumbnail of 32612.pdf] Text
32612.pdf

Download (527kB)

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
Ing, Phang
UNSPECIFIED
ung Chai, Liew F
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
Item ID: 32612
Uncontrolled Keywords: Self-interest, pro-social, NAM; TPB, organic food, retail grocery shopping.
URI: https://ir.uitm.edu.my/id/eprint/32612

ID Number

32612

Indexing


View in Google Scholar

Edit Item
Edit Item