Factors influencing customer's intention to purchase organic product/ Nadiah Shihnan

Nowadays, Malaysian people aware that organic products can bring benefit for them in terms of rejuvenating the human health and also provide full of nutritional value to their body. But there was an issue arise since organic products is so benefit to the human body. The researcher still wants to study why there were still less purchasers of organic products in the Malaysia's market especially at Nova Babylon if compared to other countries like United States or Japan. This research aims to identify the factors that influence customer to purchase organic products from Nova Babylon Sdn Bhd and which of the four determination has the greatest influence on customer's intention. It also to recommend Nova Babylon on improving their strategy in enhancing purchase from customer. The four factors of which are health consciousness, knowledge & education, habit & attitudes and environment concerns were examined as independent variables, while customer's intention to purchase organic product as the identified dependent variable. The questionnaires were filled by the respondent. The population was the customer and potential customer that purchase the product from Nova Babylon while samples are 100 respondents among population which has been selected by the way of convenience sampling design from different state by using google forms to distributing the questionnaire to reach the respondent. The methodology of research used was quantitative which is using SPSS to run the data that had been collected by researcher. The researcher used non-probability sampling which convenience sampling. Reliability analysis, descriptive statistic and T test analysis were applied in hypothesis testing. The findings were involved 100 respondents whereby the findings indicate that among the four independent variables, all variables are significant towards the dependent variable. As such, between the all significant variables, health consciousness contributes highest as factors that influenced the customer's intention to purchase organic product then followed by knowledge & education then habit & attitudes lastly environment concerns. At the end of this research, the researcher also concluded this research with the suggestion and recommendation for the study to take a corrective action and for the used in the future research.