Does Organic Food Consumers’ Perception of Organisation CSR Matter: Evidence from Malaysia

Abstract

This article aims to test whether organic food consumers’ perception of organisations’ corporate social responsibility (CSR) matters by examining the specific attributes that consumers prioritise in gauging the corporate CSR of organisations manufacturing organic food products in Malaysia. A structured Likert scale questionnaire was used to collect data from a total of 313 consumers utilising the survey method. Findings suggest that organisations should prioritise stakeholders’ interest through positive health benefits of organic food products, environmental commitment, product knowledge, trustworthy information and affordable prices rather than using CSR as a growth factor to promote quality and sustainability only. The study emphasises the role of the Malaysian government in enhancing the standards of organic food production and processing, which will motivate many companies to venture into organic farming and lead towards less reliance on imports of organic food. This will build up consumer trust and satisfaction towards organic produce. Lastly, there will be an increase in consumer trust and satisfaction towards organic produce as demand increases after the COVID-19 pandemic. Therefore, this study is suitable for organic food manufacturers who intend to improve social image, stakeholder experience and value creation, which will help brand their products. The implications of this study are generalisable not only in Malaysia but worldwide since the world is moving towards the new normal, and precautionary measures to combat health issues are prioritised.