Consumer Preference Analysis of Organic Food in Terengganu
DOI:
https://doi.org/10.24191/e-aj.v12i2.12213Keywords:
Customer Preference, Organic Food, Customer Purchasing Intention, Theory of Planned BehaviourAbstract
The organic food industry is expanding in Malaysia, as demand has risen as consumers become
more knowledgeable about the advantages of eating organic food. However, the organic product in
Malaysia is still limited in production, as most of the organic products are imported from other countries. This research is to study the factors that influence the consumer preference in buying the organic food in Terengganu. Therefore, this study aims to examine the effect of attitude, subjective norms, and health consciousness towards consumer intention to buy organic food. The study employed the Statistical Package for the Social Sciences (SPSS) and SmartPLS 4.0: PLS-SEM to assess the 397 respondents gathered through an online questionnaire. The analysis revealed causal relationships among the proposed variables, highlighting the quantitative research focus of this study. This study revealed that three independent variables which are subjective norm were not physically affect the customer’s intention to purchase organic food, meanwhile attitude and health consciousness are significant influences towards customer’s intention to purchase. The study is expected to increase knowledge about organic food for future studies in the field of organic food to provide them with a better understanding of consumers' preferences in purchasing organic food. Besides, the findings are beneficial to improve consumer’s quality of life as well as to influence policymakers to execute effective programs to achieve a healthy lifestyle among adults in Malaysia by consuming organic food.
References
Abdul Latip, M. S., Newaz, F. T., Mohamad, M. A., Tumin, S. A., Abdul Rahman, N. F., & Noh, I. (2021). The moderating effect of food safety knowledge on organic food purchase intention in a new normal. Pertanika Journal of Social Sciences and Humanities, 29(4), 2281–2299.
https://doi.org/10.47836/pjssh.29.4.10
Auza, K. A., & Mouloudj, K. (2021). Using the theory of planned behaviour to explore green food purchase intentions. University of South Florida M3 Center Publishing, 1-14. https://www.doi.org/10.5038/9781955833035
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Action Control, 11–39.
https://doi.org/10.1007/978-3-642-69746-3_2
Aziz, M. F. B. A., Mispan, M. S., & Doni, F. (2020). Organic Food Policy and Regulation in Malaysia: Development and Challenges. In Regulatory Issues in Organic Food Safety in the Asia Pacific.
https://doi.org/10.1007/978-981-15-3580-2_10
Čvirik, M. (2020). Health Conscious Consumer Behaviour: The impact of a pandemic on the case of Slovakia. Central European Business Review, 9(4), 45–58. https://doi.org/10.18267/j.cebr.249
Dash, G., & Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173, 121092.
https://doi.org/10.1016/j.techfore.2021.121092
Dhewi, T. S., Wahyudi, H. D., Wilujeng, I. P., Dewi, Y. R., & Wiraguna, R. T. (2019). Analysis of Attitude and Interest in Purchasing Organic Food: Study Using Theory of Planned 23 Behaviour. South East Asia Journal of Contemporary Business, Economics, and Law, 20(5), 23-31.
Di Crosta, A., Ceccato, I., Marchetti, D., La Malva, P., Maiella, R., Cannito, L., Cipi, M., Mammarella, N., Palumbo, R., Verrocchio, M. C., Palumbo, R., & Di Domenico, A. (2021). Psychological factors and consumer behavior during the COVID-19 pandemic. PLOS ONE, 16(8).
https://doi.org/10.1371/journal.pone.0256095
Eyinade, G. A., Mushunje, A., & Yusuf, S. F. (2021). The willingness to consume organic food: A Review. Food and Agricultural Immunology, 32(1), 78–104.
https://doi.org/10.1080/09540105.2021.1874885
Fomina, Y., Glińska-Neweś, A., & Ignasiak-Szulc, A. (2022). Community Supported Agriculture: Setting the research agenda through a bibliometric analysis. Journal of Rural Studies, 92, 294–305.
https://doi.org/10.1016/j.jrurstud.2022.04.007
Górska-Warsewicz, H., Żakowska-Biemans, S., Stangierska, D., Świątkowska, M., Bobola, A., Szlachciuk, J., Czeczotko, M., Krajewski, K., & Świstak, E. (2021). Factors limiting the development of the organic food sector—perspective of processors, distributors, and retailers. Agriculture, 11(9), 882.
https://doi.org/10.3390/agriculture11090882
Gundala, R. R., & Singh, A. (2021, September 10). What motivates consumers to buy organic foods? results of an empirical study in the United States. PloS one. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8432837/
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: Sage.
Haris, J., Abdul Rahim, S., Haris, M., & Zahari, M. S. (2021). Using the theory of planned behaviour to predict purchase intention towards using Taobao. International Journal of Academic Research in Business and Social Sciences, 11(2). https://doi.org/10.6007/ijarbss/v11-i2/9191
Imani, B., Allahyari, M. S., Bondori, A. M., Surujlal, J., & Sawicka, B. (2021). Determinants of organic food purchases intention: the application of an extended theory of planned behaviour. Journal on Food, Agriculture and Society, 9(1). https://10.17170/kobra202011192216
Ishak, L. N. A., Fuza, Z. I. M., Othman, M. A. R., & Abas, S. A. (2021). Customers Awareness and Purchase Behaviour towards Organic Food. International Journal of Academic Research in Business and Social Sciences, 11(16), 130–139, http://dx.doi.org/10.6007/IJARBSS/v11-
i16/11223
Janetius S. T., Krithika S. (2020). Health consciousness and health knowledge among yoga enthusiasts during COVID-19 pandemic 2020: a qualitative analysis. International Journal of Science & Healthcare Research, 5(4), 1-5. Jones, P. R. (2019, July). A note on detecting statistical outliers in Psychophysical Data. Attention, perception & psychophysics.
https://www.ncbi.nlm.nih.gov/pmc/ articles/PMC6647454/
Jung, T., Dieck, M. C. T., Lee, H., & Chung, N. (2020). Relationships among beliefs, attitudes, time resources, subjective norms, and intentions to use wearable augmented reality in Art Galleries.
Sustainability, 12(20), 8628. https://doi.org/10.3390/su12208628
Kashif, U., Hong, C., Naseem, S., Khan, W. A., & Akram, M. W. (2020). Consumer preferences toward organic food and the moderating role of knowledge: A case of Pakistan and Malaysia. Ciência Rural, 50(5). https://doi.org/10.1590/0103-8478cr20190842
Malaysia (VNR) 2021 - Sustainable Development Knowledge Platform. Malaysia Voluntary National Review (VNR) 2021. (n.d.).
https://sustainabledevelopment.un.org/content/documents/285982021_VNR_Report_Malaysia.pdf
Malissiovaa, E., Tsokanab, K., Soultanib, G., Alexandrakia, M., Katsioulisb, A., & Manourasb, A. (2022).
Organic food: A Study of consumer perception and preferences in Greece. Applied Food Research, 2(1), 100129. https://doi.org/10.1016/j.afres.2022.100129
Mohammed, A. A. (2020). What motivates consumers to purchase organic food in an emerging market? an empirical study from Saudi Arabia. British Food Journal, 123(5), 1758–1775.
https://doi.org/10.1108/bfj-07-2020-0599
Nathan, R. J., Soekmawati, Victor, V., Popp, J., Fekete-Farkas, M., & Oláh, J. (2021). Food innovation adoption and organic food consumerism—a cross-national study between Malaysia and Hungary. Foods, 10(2), 363. https://doi.org/10.3390/foods10020363
Organic Culture. Organic Agriculture: What are the environmental benefits of organic agriculture? (n.d.).
https://www.fao.org/organicag/oa-faq/oa-faq6/en/
Pacho, F. (2020). What influences consumers to purchase organic food in developing countries? British Food Journal, 122(12), 3695–3709. https://doi.org/10.1108/bfj-01- 2020- 0075
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6).
https://doi.org/10.1016/j.heliyon.2020.e04284
Roseira, C., Teixeira, S., Barbosa, B., & Macedo, R. (2022). How collectivism affects organic food purchase intention and behaviour: A study with Norwegian and Portuguese young consumers. Sustainability, 14(12), 7361. https://doi.org/10.3390/su14127361
Saleki, R., Quoquab, F., & Mohammad, J. (2019). What drives Malaysian consumers’ organic food purchase intention? the role of moral norm, self-identity, environmental concern and Price Consciousness. Journal of Agribusiness in Developing and Emerging Economies, 9(5), 584–603. https://doi.org/10.1108/jadee-02-2019-0018
Shan, G., Yee, C. L., & Ji, G. (2020). Effects of attitude, subjective norm, perceived behavioural control, customer value, and accessibility on intention to visit Haizhou Gulf in China. Journal of Marketing Advances and Practices, 2(1).
Sulaiman, Y., Kan, W. P. E., & Salimon, M. G. (2020). Purchase intention towards organic food among undergraduate students. Wseas Transactions on Environment and Development, 16, 734–743. https://doi.org/10.37394/232015.2020.16.76 24
Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808–822. https://doi.org/10.1108/00070700510629760
Teixeira, S. F., Barbosa, B., Cunha, H., & Oliveira, Z. (2021). Exploring the antecedents of Organic Food Purchase Intention: An extension of the theory of planned behaviour. Sustainability, 14(1), 242. https://doi.org/10.3390/su14010242
Vamvaka, V., Stoforos, C., Palaskas, T., & Botsaris, C. (2020). Attitude toward entrepreneurship perceived behavioural control, and entrepreneurial intention: Dimensionality, structural relationships, and gender differences. Journal of Innovation and Entrepreneurship, 9(1). https://doi.org/10.1186/s13731-020-0112-0
van Hekken, A., Hoofs, J., & Brüggen, E. C. (2022). Pension participants’ attitudes, beliefs, and emotional responses to the new Dutch Pension System. De Economist, 170(1), 173–194. https://doi.org/10.1007/s10645-022-09396-7
Vigar, Myers, Oliver, Arellano, Robinson, & Leifert. (2019). A systematic review of organic versus conventional food consumption: Is there a measurable benefit on human health? Nutrients, 12(1), 7. https://doi.org/10.3390/nu12010007
Yeo, S. F., Tan, C. L., Tseng, M.-L., Tam, S., & San, W. K. (2022). Factors influencing organic food purchase decision: Fuzzy DEMATEL approach. British Food Journal, 124(12), 4567–4591. https://doi.org/10.1108/bfj-05-2021-0509
Zayed, M. F., Gaber, H. R., & El Essawi, N. (2022). Examining the factors that affect consumers’ purchase intention of organic food products in a developing country. Sustainability, 14(10), 5868. https://doi.org/10.3390/su14105868
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Siti Nor Hidayah Abdullah Zawawi, Puteri Nur Suraya Fakih, Ameleya Muhammad Ghazali, Muhammad Zulhilmi Zulkurnain
This work is licensed under a Creative Commons Attribution 4.0 International License.
