Consumer behavior and purchase intention toward organic product in Malacca

Che Leh, Nurul Amierah (2018) Consumer behavior and purchase intention toward organic product in Malacca. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The aim of this research is to examine the relationship between health benefit, environmental concern, knowledge, and perceived consumer effectiveness towards intention to purchase organic products. Environmental issues and health become a concern to everyone. It is the role of people to have the right mindset in order to keep environment healthy. Thus, this survey is conducted to find out the perception of consumer about the organic products. To zoom in further, this research will be targeted on public people. Therefore, there are four independent variables that had been identified in this research project to understand the factors that could affect consumer attitude toward intention to purchase organic products. This includes health benefit, environmental concern, knowledge, and perceived consumer effectiveness. Primary data were collected through questionnaire survey in order to investigate research objective. 384 sets of questionnaire were distributed to the respondent to complete the research.

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