Factors That Influencing Consumer Buying Behavior Towards Organic Products

Abu Hasan, Nurfadhilla (2016) Factors That Influencing Consumer Buying Behavior Towards Organic Products. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

The organic products has extremely increase especially in develop country. Even the trend has increasing, the share of organic products in world food market is remains low. There is a discrepancy between preference and behavior in purchasing organic products. There are numerous reason that lead to this discrepancy. The purchasing of organic products is still less favorable even though it produce numerous benefit. The purpose of this research is to identify the actual factors that influence the consumer purchase of organic products and also to determine the marketing strategy that can be applied by organic products marketers and producers in order to attract more people to purchase organic products. There are four factors in this research such as consumer attitude, health consciousness, environment concern, and marketing strategies. This research were using qualitative method and the questionnaire survey were distributed at organic product shop lots in Aeon Jusco Bandaraya Melaka. There are 150 respondents whom take parts in answering these questionnaire. The result from the analyzed data shown that there are significant relationship between those towards intention to purchase organic product. Factor that mostly impact consumer intention to purchase organic product is consumer attitude. There are three indicator in term of marketing strategies for this research which is certification and labeling, packaging and price. The impact of this indicator to intention to purchase organic product is also determined, and packaging shows the highest result. Marketers for organic product in Melaka should more concern on creating awareness regarding organic products to consumers and they also need to improve the packaging quality of organic products as packaging play an important roles in attracting people to purchase it.

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