Title: Factor affecting consumer's intention to purchase organic food: empirical study from Malaysian context

Authors: Reza Saleki; Farzana Quoquab; Jihad Mohammad

Addresses: Malaysia Japan International Institute of Technology, Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia ' Azman Hashim Internal Business School (AHIBS), Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia ' Azman Hashim Internal Business School (AHIBS), Universiti Teknologi Malaysia, Kuala Lumpur, Malaysia

Abstract: This paper investigates the factors that affect consumers purchase intention of organic food by integrating self-identity and environmental concern into the theory of planned behaviour (TPB). Data were collected with questionnaires in five shopping malls in the Klang Valley, Malaysia. SPSS and structural equation modelling, specifically, partial least square, were used to analyse the data. The findings show that attitude, subjective norm, perceived behavioural control, self-identity and environmental concern have a significant positive effect on consumers purchase intention. Furthermore, purchase intention is found to mediate the relationship between attitude, subjective norm, perceived behavioural control, self-identity and environmental concern with purchase behaviour. From a practical point of view, the results provide insight for producers and marketers to develop and adapt products and marketing campaigns to establish a positive perception towards organic food products.

Keywords: organic food; self-identity; environmental concern; theory of planned behaviour; TPB.

DOI: 10.1504/IJBIR.2020.110096

International Journal of Business Innovation and Research, 2020 Vol.23 No.2, pp.183 - 204

Received: 09 Oct 2018
Accepted: 20 Dec 2018

Published online: 24 Sep 2020 *

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