Demographic Characteristics And Factors Influencing Purchase Intention Of Organic Foods Among ASTRO Staffs

Anthony, Belinda (2014) Demographic Characteristics And Factors Influencing Purchase Intention Of Organic Foods Among ASTRO Staffs. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays most of employees are work hard and busy with their working environment in order to be a successful staffs in their career. Same goes to Astro Malaysia Holding Berhad (ASTRO) staffs who doing their task daily. In order to save time, most of ASTRO staffs are used to take fast foods and conventional foods during their lunch hour or dinner times. The aims of this study was to identify the demographic characteristics that influence the purchase intention of organic foods among ASTRO staffs and to determine the factors that influence the purchase intention of organic foods among them and also the dominant factor influencing purchase intention of organic foods. This study was conducted by using descriptive study, which means the researcher has prepared the questionnaire that was answer the research questions in the end of this research. This research was conducted at ASTRO branch that located at Customer Services Centres, Wisma Ali Bawal, Petaling Jaya, Selangor. Moreover the respondents were about 170 ASTRO staffs. From the finding of this study, there was a significant relationship between the income level of ASTRO and purchase intention of organic foods. As for the factors which was environmental consciousness, safety and health, and perception of the quality among ASTRO strongly significant with the purchase intention of organic foods. However, the marital status of ASTRO staffs did not significant with the purchase intention of organic foods. Finally, the environmental consciousness among ASTRO staffs was the dominant factor for the purchase intention of organic foods.

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