Abstract
The aim of this study is to investigate the consumer motivational factors that influence their attitude to purchase of organic food in Malaysia. Consumer motivational factors involved past experience, health consciousness and personal values were examined in this study. Data from 421 organic food consumers were obtained through a survey conducted in Kuala Lumpur and Petaling Jaya or better known as Klang Valley, Malaysia. The structural equation modelling was used for data analysis and four hypotheses were tested. The findings showed that all four hypotheses were accepted. Health consciousness had the greatest positive influence on consumer attitude of organic food, followed by past experience and personal values. Purchase of organic food products was significantly affected by consumer attitude of the products. The contribution of this paper is twofold. First and from a theoretical perspective, it offers both development and validation of Theory of Planned Behaviour and Hierarchy of Effect model. Second and from a pragmatic perspective, the findings proposed useful information to organic food providers in developing and implementation of effective strategies to enhance consumption of organic food.
Highlights
Organic food is the fastest growing market in the food industry in many countries (Dettman & Dimitri, 2010)
The findings have provided a valuable insights to the manufacturer, retailers or marketers on the importance of consumer motivational factors that affected their attitude to purchase organic food in Malaysia
The investigation from this study was only observed through the influence of the past experience, health consciousness and personal values and confined to the area of Klang Valley in Malaysia
Summary
Organic food is the fastest growing market in the food industry in many countries (Dettman & Dimitri, 2010). The important internal stimuli factors that influencing consumer attitude to purchase organic food products are health consciousness (Tregear, Dent & McGregor, 1994), personal values (Zanoli, 2004) and past experience (Bo, 2009). Past literature have debated on what are the factors motives the consumers to purchase organic food products. Consumers have different perspectives on personal values when purchasing organic food (Sashi, Kottala & Singh, 2015). Consumers’ personal values include health benefits (Mohamad, et al, 2014), environmental concern (Sia et al, 2013), high quality (Basha, Mason and Shamsudin, 2015) and better taste (Denver and Jensen, 2014) of organic food products significantly affect customer attitude to purchase
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