AN EXTENDED THEORY OF PLANNED BEHAVIOUR MODEL TO PREDICT MALAYSIAN CONSUMERS’ INTENTION TO PURCHASE ORGANIC FOOD: A CONCEPTUAL STUDY

Abstract

In response to the growing awareness of health and environmental concerns, there has been a noticeable increase in the acceptance and consumption of organic food globally. Despite governmental initiatives to boost the organic food market in Malaysia, the country's organic sector still represents a small portion of the global agricultural land. Furthermore, the adoption of organic food among Malaysian consumers is lower than in neighbouring countries, likely due to issues related to scepticism and affordability. Subsequently, understanding the factors that influence consumer behaviour becomes essential as the organic food market continues to develop in response to global and local changes. This conceptual study aims to understand potential propositions and their relation to consumer behaviour by integrating the Theory of Planned Behaviour and the Knowledge Attitude-Behaviour model to explore possible predictors related to the intention to purchase organic food. The finding will provide a clear understanding of the potential factors influencing organic food purchase intention and bridge a concrete argument of literature for better preparation for future study. It is expected that this conceptual study will serve as a foundation for further empirical research, guiding policymakers, industry stakeholders, and researchers in developing targeted strategies to accelerate the adoption of organic food consumption in Malaysia.