The Acceptance Of Hydroponic Technology Towards Consumer Buying Behavior In Melaka, Malaysia

Chuah, Yi Sheng (2019) The Acceptance Of Hydroponic Technology Towards Consumer Buying Behavior In Melaka, Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays, Malaysia is an agricultural country that it is rapid developing into an industrial country. The people still relying on the traditional farming method. So, hydroponic technology was replaced the traditional farming method because hydroponic technology provides efficient nutrient regulation, higher density planting, and leading to increased yield along with higher quality of the produce. Researcher is using technology acceptance model (TAM) as theory model to know how users come to accept and use the technology. This research aims to identify the relationship between hydroponic technology and consumer buying behavior when making buying decision of hydroponic products. Quantitative research is used to conduct this research. Therefore, questionnaires will distribute to the public in Melaka by randomly. A total of 384 respondents were selected in this research by using convenience sampling technique. Statistical Package for Social Science (SPSS) is the software use to analyse the data gathering from respondents. The data analysis method that used to interpret the data were descriptive analysis, multiple regression analysis and Pearson Correlation analysis. Therefore, this research is expected to enhance the awareness and acceptance of consumers toward hydroponic products. The results showed that all the factors had significantly influenced consumer acceptance towards hydroponic products. Quality was the most influencing factor and all the research objectives had been achieved in this study. Researcher provided some perceptions and feedbacks as implications to help agriculture institutions and retail supermarket in having a better understanding and develop better strategies to enhance the consumer acceptance towards hydroponic products. Recommendations for further research were also suggested in this research.

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