Faktor-faktor yang mempengaruhi niat pembelian terhadap makanan organik di kalangan pelajar Ijazah Sarjana Muda, di Universiti Utara Malaysia

Nowadays, organic food has become popular among consumers due to increased awareness of healthy lifestyle and environmental concerns. The scholars and practitioners emphasize that the industry has a profound understanding of what is driving consumer purchase intentions towards organic food in order to strengthen the strategies and tactics to dominate their respective markets. So, the purpose of this investigation is to identify the intention to purchase organic food. This study uses the Theory of Planned Behaviour (TPB) in identifying the factors that influence the intention to purchase organic food. This study analyzed a sample of 400 undergraduates in Universiti Utara Malaysia. The results showed that all independent variables of health awareness, environmental concerns, knowledge, subjective norms and perceived prices have a significant and positive impact on purchase intentions. The results showed that the regression analysis carried out revealed that all these factors accounted for 55.8% of the variance affects the intention to purchase organic food. Finally, future research to be discussed in this review.