Factors influencing purchase intention of organic food in Melaka

Lim, Yong Xuan (2018) Factors influencing purchase intention of organic food in Melaka. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The demand and consumptions of organic food is increasing significantly around the world including Malaysia due to the health and environmental awareness of the public is kept increasing.The trends had attracted the retailers as well as researchers to develop the industry although it is not as the new issues to publics.However,there are still have high potential to kept develop and investigate.Melaka as the place which promote the green concept and healthy life style,so organic food stores and restaurants is increasing in recent times.However,there are not research to investigate the demand and purchase intention of consumers.Thus,the study is aim to investigate the factors influencing the purchase intention of organic food purchaser. To discover the purchase intention of consumers, the 384 respondents had answered questionnaires.The results have been analysed using Pearson’s Correlation to study the relationship between variables and multiple regression to determine the most influence factor that effect purchase intention of organic food purchasers towards organic food.To discover characteristics of demographic profile,frequency table and cross tabulation also used.Through the results generated by SPSS,two out of three factors which are health consciousness and subjective norm have shown significant relationship with the purchase intention,and subjective norm has the most significant relationship with the purchase intention of organic food purchasers in Melaka.In conclusion, subjective norm plays critical roles to effect purchase intention of organic food purchasers to purchase organic food.

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