Consumer purchase intention towards natural product: the important factor in purchase intention/ Fakhrul Amirul Sulaiman

The purpose of conducting this research is to determine the factors of consumer purchase intention towards natural product and to know the major factor consumer purchase intention. The method used by the researcher is quantitative which is using SPSS software to run the data that had been collected by researcher. The researcher chooses about 100 respondents to answer the questionnaire where the researcher uses non probability sampling which is convenience sampling. The research has been conducted at Johor Bahru area. The methods used are descriptive statistic, reliability analysis and Pearson correlation. One dependent variable and three independent variables are tested which are consumer purchase intention, environmental concern, health concern and product knowledge. From the all independent variables, only two variables are significant which are environmental concern and product knowledge. From the variables, environmental concern is the most significant variables towards the consumer purchase intention. Through this research, the company can have better understanding on their business and also consumer purchase intention. Hence, the company can enhance their marketing strategies to increase the awareness of their customers in order to purchase their products.