A study on the factors that influence customer's intention to buy organic product / Nadiah Shihnan

The purpose of this research is to study the factors that influence customer's intention to buy organic product. Besides that, the researcher also wants to recommend the company to improve their strategy to enhance purchase from their customer. A questionnaire was distributed to 100 customers randomly in Segamat Johor. The health consciousness, knowledge & education, habit & attitudes and environment concerns were examined as independent variables. Limitation and discussion of future research are provided. Based on this chapter, the study will discuss about the background of the studies and how the studies prove that the research is relevant. It is also including the problem statement, research question, research objectives, and scope of the study, hypothesis, limitation and the significance of the study which with be explained below.