Determinants of organic food purchase intention among Malaysian consumers / Azyanee Luqman...[et al.]

Recent report revealed that the demand for organic food in Malaysia was small and most of the organic
products in the market were imported. This has made it difficult for the local organic food producers to market
their products to the local consumers. Hence, this paper aims to identify the factors influencing intention to
purchase organic food among Malaysian consumers which are acceptability, affordability, awareness and
consumer innovativeness. Data were collected from 100 respondents from an East Coast state in Malaysia using
convenience sampling. Subsequently, the data were analysed using SPSS. The multiple regression analysis result
shows that acceptability and awareness were found to be significantly related to organic food purchase intention,
explaining 53.1% of the variance. On the other hand, affordability and consumer innovativeness were not
significant. Finally, the similar and contradict findings to the present study are discussed as well as marketing
strategies for local organic food producers and marketers to ensure consumers’ acceptance and awareness are also
highlighted