Organic meat purchase intention among Malay working adults and gender mediation test: a conceptual study / Tuan Ahmad Tuan Ismail ... [et al.]

This qualitative study aims to explore Malay working adults' tastes and motivations towards organic meat consumption in Malaysia. The study is about promoting organic meat to improve the environment and individual health. The independent variables considered in this study are health consciousness, meat characteristics, subjective norms, and the mediating variable of gender. The study will employ a qualitative research method to gain in-depth insights into the attitudes and behaviours of Malay working adults towards organic meat consumption. The research will involve conducting an online survey questionnaire that will be distributed online among Malay working adults in Malaysia. The participants will be selected through convenience sampling to ensure representation from diverse backgrounds and demographics within the Malay community. The data collected from the qualitative interviews and focus group discussions will be analysed using thematic analysis to identify recurring patterns, themes, and insights related to the tastes and motivations of Malay working adults towards organic meat consumption.