Driving Factors of Working Adults Organic Food Purchase Intentions
Abstract
The demand for organic food is on the rise, driven by consumers' growing health consciousness, environmental awareness, and a shift towards healthier eating habits. This study employs the Theory of Planned Behaviour to explore the factors that influence working adults' intentions to purchase organic food. Data was collected through a questionnaire, yielding 264 responses from working adults. The findings indicate that personal attitudes, perceived behavioural control, electronic word-of-mouth, and brand awareness significantly impact purchase intentions. Conversely, subjective norms do not show a significant relationship. These insights offer valuable guidance for marketers to tailor their strategies to align with working adults' preferences for organic food.
References
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Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796-822.
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Ajzen, I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), 121-138.
Al Mamun, A., Hayat, N., Malarvizhi, C. A. N., & Zainol, N. R. B. (2020). Economic and environmental sustainability through green composting: A study among low-income households. Sustainability, 12(16), 6488.
Auliandri, T. A., Thoyib, A., Rohman, F., & Rofiq, A. (2018). Does green packaging matter as a business strategy. Exploring young consumers’ consumption in an emerging market. Problems and Perspectives in Management, 16(2), 376-384.
Azzari, V., & Pelissari, A. (2020). Does brand awareness influences purchase intention? the mediation role of Brand Equity Dimensions. Brazilian Business Review, 17(6), 669–685.
Brauer, M., & Chaurand, N. (2010). Descriptive norms, prescriptive norms, and social control: An intercultural comparison of people's reactions to uncivil behaviors. European Journal of Social Psychology, 40(3), 490-499.
Chaurand, N., & Brauer, M. (2008). What determines social control? People's reactions to counternormative behaviors in urban environments, Journal of Applied Social Psychology, 38(7), 1689-1715.
Chen, K., & Deng, T. (2016). Research on the green purchase intentions from the perspective of product knowledge. Sustainability, 8(9), 943.
Chen, S. (2024). The Impact of Brand Awareness on Purchase Intention. Highlights in Business, Economics and Management, 30, 239-246.
Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. C. (2022). The impact of online reviews on consumers’ purchasing decisions: Evidence from an eye-tracking study. Frontiers in Psychology, 13, 865702.
Cheng, S., Lam, T., & Hsu, C. H. (2006). Negative word-of-mouth communication intention: An application of the theory of planned behavior. Journal of Hospitality & Tourism Research, 30(1), 95-116.
Chekima, B., Bouteraa, M., Ansar, R., Lada, S., Fook, L. M., Tamma, E., ... & Chekima, K. (2023). Determinants of Organic Food Consumption in Narrowing the Green Gap. Sustainability, 15(11), 8554.
Dangi, N., Narula, S. A., & Gupta, S. K. (2020). Influences on purchase intentions of organic food consumers in an emerging economy. Journal of Asia Business Studies, 14(5), 599-620.
Dey, S., & Nagababu, B. H. (2022). Applications of food color and bio-preservatives in the food and its effect on the human health. Food Chemistry Advances, 1, 100019.
Filieri, R., & McLeay, F. (2013). Online consumer reviews… why do we adopt them?
Gundala, R. R., & Singh, A. (2021). What motivates consumers to buy organic foods? Results of an empirical study in the United States. Plos one, 16(9), e0257288
Ghimpețeanu, O. M., Pogurschi, E. N., Popa, D. C., Dragomir, N., Drăgotoiu, T., Mihai, O. D., & Petcu, C. D. (2022). Antibiotic use in livestock and residues in food—A public health threat: A review. Foods, 11(10), 1430.
Hair, T. M., & Hult, C. M. (2016). Ringle, and M. Sarstedt. A primer on partial least squares structural equation modeling.
Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
Hossain, M. T. B., & Lim, P. X. (2016). Consumers’ buying behavior towards organic foods: evidence from the emerging market. Malaysian Management Review, 51(2), 7-25.
Kamboj, S., Matharu, M., & Gupta, M. (2023). Examining consumer purchase intention towards organic food: An empirical study. Cleaner and Responsible Consumption, 9, 100121.
Le, M. H., & Nguyen, P. M. (2022). Integrating the theory of planned behavior and the norm activation model to investigate organic food purchase intention: evidence from Vietnam. Sustainability, 14(2), 816.
Ling, T. P., Dominic, F. L., & Shanmugam, A. (2018). The purchase intention of organic foods among working adults in Penang, Malaysia. Journal of Business and Management, 20(3), 48-59
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product & Brand Management, 29(6), 783-801.
Mahmud, M. S., Islam, M. N., Ali, M. R., & Mehjabin, N. (2020). Impact of electronic word of mouth on customers’ buying intention considering trust as a mediator: A sem approach. Global Business Review, 1–5.
Mei, O. J., Ling, K. C., & Piew, T. H. (2012). The antecedents of green purchase intention among Malaysian consumers. Asian Social Science, 8(13), 248.
Moorthy, K., Kamarudin, A. A., Xin, L., Hui, L. M., Way, L. T., Fang, P. S., & Carmen, W. (2021). Green packaging purchase behaviour: a study on Malaysian consumers. Environment, Development and Sustainability, 23, 15391-15412.
Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of retailing and consumer services, 52, 101934.
Pang, S. M., Tan, B. C., & Lau, T. C. (2021). Antecedents of consumers’ purchase intention towards organic food: integration of theory of planned behavior and protection motivation theory. Sustainability, 13(9), 5218.
Phua, J., & Kim, J. J. (2018). Starring in your own Snapchat advertisement: Influence of self-brand congruity, self-referencing and perceived humor on brand attitude and purchase intention of advertised brands. Telematics and Informatics, 35(5), 1524-1533.
Rabialdy, F., Ibrahim, S. B. M., & Zuryani, H. (2022). The Relationship between Attitude toward Behaviour, Subjective Norm, Perceived Control Behaviour on Entrepreneurship Intention: An Empirical Study on Indonesia SME Owners. International Journal of Business and Technopreneurship, 12(2), 53-62.
Ramayah, T., Lee, J. W. C., & Lim, S. (2012). Sustaining the environment through recycling: An empirical study. Journal of environmental management, 102, 141-147.
Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: revisiting an old metric for a new world. Journal of Product & Brand Management, 26(5), 469-476.
Shahril, A. M., Tamby Chik, C., & Amer, N. H. (2022) Consumer purchase intention towards organic food in Selangor, Malaysia. Journal of Tourism, Hospitality and Culinary Arts, 14 (1), 96-112.
Somasundram, C., Razali, Z., & Santhirasegaram, V. (2016). A review on organic food production in Malaysia. Horticulturae, 2(3), 12.
Susilowati, E., & Sari, A. N. (2020). The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta. Independent Journal of Management & Production, 11(1), 039-053.
Tao, Y. T., Lin, M. D., & Khan, A. (2022). The impact of CSR on green purchase intention: Empirical evidence from the green building Industries in Taiwan. Frontiers in Psychology, 13, 1055505.
Teixeira, S. F., Barbosa, B., Cunha, H., & Oliveira, Z. (2021). Exploring the antecedents of Organic Food Purchase Intention: An extension of the theory of planned behavior. Sustainability, 14(1), 242.
Thøgersen, J., Zhou, Y., & Huang, G. (2016). How stable is the value basis for organic food consumption in China? Journal of Cleaner Production, 134, 214–224.
Valentini, C., Romenti, S., Murtarelli, G., & Pizzetti, M. (2018). Digital visual engagement: Influencing purchase intentions on Instagram. Journal of Communication Management, 22(4), 362-381.
Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of cleaner production, 135, 732-739.
Yazdanpanah, M., & Forouzani, M. (2015). Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107, 342-352.
Zayed, M. F., Gaber, H. R., & El Essawi, N. (2022). Examining the factors that affect consumers’ purchase intention of organic food products in a developing country. Sustainability, 14(10), 5868.
Zheng, S., Liu, H., Guan, W., Yang, Y., Li, J., Fahad, S., & Li, B. (2022). Identifying intention-based factors influencing consumers’ willingness to pay for electric vehicles: a sustainable consumption paradigm. Sustainability, 14(24), 16831.
Afroz, R., Masud, M. M., Akhtar, R., Islam, M. A., & Duasa, J. B. (2015). Consumer purchase intention towards environmentally friendly vehicles: an empirical investigation in Kuala Lumpur, Malaysia. Environmental Science and Pollution Research, 22, 16153-16163.
Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management, 64(5), 796-822.
Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Ajzen, I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), 121-138.
Al Mamun, A., Hayat, N., Malarvizhi, C. A. N., & Zainol, N. R. B. (2020). Economic and environmental sustainability through green composting: A study among low-income households. Sustainability, 12(16), 6488.
Auliandri, T. A., Thoyib, A., Rohman, F., & Rofiq, A. (2018). Does green packaging matter as a business strategy. Exploring young consumers’ consumption in an emerging market. Problems and Perspectives in Management, 16(2), 376-384.
Azzari, V., & Pelissari, A. (2020). Does brand awareness influences purchase intention? the mediation role of Brand Equity Dimensions. Brazilian Business Review, 17(6), 669–685.
Brauer, M., & Chaurand, N. (2010). Descriptive norms, prescriptive norms, and social control: An intercultural comparison of people's reactions to uncivil behaviors. European Journal of Social Psychology, 40(3), 490-499.
Chaurand, N., & Brauer, M. (2008). What determines social control? People's reactions to counternormative behaviors in urban environments, Journal of Applied Social Psychology, 38(7), 1689-1715.
Chen, K., & Deng, T. (2016). Research on the green purchase intentions from the perspective of product knowledge. Sustainability, 8(9), 943.
Chen, S. (2024). The Impact of Brand Awareness on Purchase Intention. Highlights in Business, Economics and Management, 30, 239-246.
Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. C. (2022). The impact of online reviews on consumers’ purchasing decisions: Evidence from an eye-tracking study. Frontiers in Psychology, 13, 865702.
Cheng, S., Lam, T., & Hsu, C. H. (2006). Negative word-of-mouth communication intention: An application of the theory of planned behavior. Journal of Hospitality & Tourism Research, 30(1), 95-116.
Chekima, B., Bouteraa, M., Ansar, R., Lada, S., Fook, L. M., Tamma, E., ... & Chekima, K. (2023). Determinants of Organic Food Consumption in Narrowing the Green Gap. Sustainability, 15(11), 8554.
Dangi, N., Narula, S. A., & Gupta, S. K. (2020). Influences on purchase intentions of organic food consumers in an emerging economy. Journal of Asia Business Studies, 14(5), 599-620.
Dey, S., & Nagababu, B. H. (2022). Applications of food color and bio-preservatives in the food and its effect on the human health. Food Chemistry Advances, 1, 100019.
Filieri, R., & McLeay, F. (2013). Online consumer reviews… why do we adopt them?
Gundala, R. R., & Singh, A. (2021). What motivates consumers to buy organic foods? Results of an empirical study in the United States. Plos one, 16(9), e0257288
Ghimpețeanu, O. M., Pogurschi, E. N., Popa, D. C., Dragomir, N., Drăgotoiu, T., Mihai, O. D., & Petcu, C. D. (2022). Antibiotic use in livestock and residues in food—A public health threat: A review. Foods, 11(10), 1430.
Hair, T. M., & Hult, C. M. (2016). Ringle, and M. Sarstedt. A primer on partial least squares structural equation modeling.
Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy & Marketing, 21(1), 78-89.
Hossain, M. T. B., & Lim, P. X. (2016). Consumers’ buying behavior towards organic foods: evidence from the emerging market. Malaysian Management Review, 51(2), 7-25.
Kamboj, S., Matharu, M., & Gupta, M. (2023). Examining consumer purchase intention towards organic food: An empirical study. Cleaner and Responsible Consumption, 9, 100121.
Le, M. H., & Nguyen, P. M. (2022). Integrating the theory of planned behavior and the norm activation model to investigate organic food purchase intention: evidence from Vietnam. Sustainability, 14(2), 816.
Ling, T. P., Dominic, F. L., & Shanmugam, A. (2018). The purchase intention of organic foods among working adults in Penang, Malaysia. Journal of Business and Management, 20(3), 48-59
Liu, C., Zhang, Y., & Zhang, J. (2020). The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention. Journal of Product & Brand Management, 29(6), 783-801.
Mahmud, M. S., Islam, M. N., Ali, M. R., & Mehjabin, N. (2020). Impact of electronic word of mouth on customers’ buying intention considering trust as a mediator: A sem approach. Global Business Review, 1–5.
Mei, O. J., Ling, K. C., & Piew, T. H. (2012). The antecedents of green purchase intention among Malaysian consumers. Asian Social Science, 8(13), 248.
Moorthy, K., Kamarudin, A. A., Xin, L., Hui, L. M., Way, L. T., Fang, P. S., & Carmen, W. (2021). Green packaging purchase behaviour: a study on Malaysian consumers. Environment, Development and Sustainability, 23, 15391-15412.
Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of retailing and consumer services, 52, 101934.
Pang, S. M., Tan, B. C., & Lau, T. C. (2021). Antecedents of consumers’ purchase intention towards organic food: integration of theory of planned behavior and protection motivation theory. Sustainability, 13(9), 5218.
Phua, J., & Kim, J. J. (2018). Starring in your own Snapchat advertisement: Influence of self-brand congruity, self-referencing and perceived humor on brand attitude and purchase intention of advertised brands. Telematics and Informatics, 35(5), 1524-1533.
Rabialdy, F., Ibrahim, S. B. M., & Zuryani, H. (2022). The Relationship between Attitude toward Behaviour, Subjective Norm, Perceived Control Behaviour on Entrepreneurship Intention: An Empirical Study on Indonesia SME Owners. International Journal of Business and Technopreneurship, 12(2), 53-62.
Ramayah, T., Lee, J. W. C., & Lim, S. (2012). Sustaining the environment through recycling: An empirical study. Journal of environmental management, 102, 141-147.
Romaniuk, J., Wight, S., & Faulkner, M. (2017). Brand awareness: revisiting an old metric for a new world. Journal of Product & Brand Management, 26(5), 469-476.
Shahril, A. M., Tamby Chik, C., & Amer, N. H. (2022) Consumer purchase intention towards organic food in Selangor, Malaysia. Journal of Tourism, Hospitality and Culinary Arts, 14 (1), 96-112.
Somasundram, C., Razali, Z., & Santhirasegaram, V. (2016). A review on organic food production in Malaysia. Horticulturae, 2(3), 12.
Susilowati, E., & Sari, A. N. (2020). The influence of brand awareness, brand association, and perceived quality toward consumers' purchase intention: a case of richeese factory, Jakarta. Independent Journal of Management & Production, 11(1), 039-053.
Tao, Y. T., Lin, M. D., & Khan, A. (2022). The impact of CSR on green purchase intention: Empirical evidence from the green building Industries in Taiwan. Frontiers in Psychology, 13, 1055505.
Teixeira, S. F., Barbosa, B., Cunha, H., & Oliveira, Z. (2021). Exploring the antecedents of Organic Food Purchase Intention: An extension of the theory of planned behavior. Sustainability, 14(1), 242.
Thøgersen, J., Zhou, Y., & Huang, G. (2016). How stable is the value basis for organic food consumption in China? Journal of Cleaner Production, 134, 214–224.
Valentini, C., Romenti, S., Murtarelli, G., & Pizzetti, M. (2018). Digital visual engagement: Influencing purchase intentions on Instagram. Journal of Communication Management, 22(4), 362-381.
Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of cleaner production, 135, 732-739.
Yazdanpanah, M., & Forouzani, M. (2015). Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107, 342-352.
Zayed, M. F., Gaber, H. R., & El Essawi, N. (2022). Examining the factors that affect consumers’ purchase intention of organic food products in a developing country. Sustainability, 14(10), 5868.
Zheng, S., Liu, H., Guan, W., Yang, Y., Li, J., Fahad, S., & Li, B. (2022). Identifying intention-based factors influencing consumers’ willingness to pay for electric vehicles: a sustainable consumption paradigm. Sustainability, 14(24), 16831.
Published
2024-07-31
How to Cite
WAN QI, Lee; NARAYANA NAIR, Malathi Nair; MUNUSAMY, Komathi.
Driving Factors of Working Adults Organic Food Purchase Intentions.
International Journal of Business and Technology Management, [S.l.], v. 6, n. 2, p. 467-478, july 2024.
ISSN 2682-7646.
Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/27288>. Date accessed: 19 sep. 2024.
Section
English Section
