Circumstances that contribute towards purchase intention on organic foods: a study of organic consumer in Kedah

Recently, state government is moving toward developing organic agricultural sector, by giving the opportunities for rural entrepreneur to get involved, with the aims to improve the rural
farmer and entrepreneur standard of living. However, there were several issues arise concerning with this development that need to be control. The purpose of this research was to investigate
the factors that influence the intention to purchase the organic food products among Malaysian consumer, while helping the farmers and entrepreneur to promote and market their product
effectively. The technique used for the data collection was face-to-face interviews by using structured questionnaire, with closed – ended questions. Besides that, the questionnaire is construct in the form of a Likert scales questionnaire using the ‘‘strongly agree/ agree/ neutral nor disagree/ disagree/ strongly disagree’’ format. With a sample of ninety – one respondent, the data obtained from the research survey were analyses by using SPSS software to convey result analysis on frequency distribution, reliability test, descriptive statistic, Pearson
correlation, and also multiple regression analysis. The finding shows that health consciousness, organic food products knowledge, and consumer trust in the organic product have positive and significant influence on intention to purchase organic product, which can be used as orientation for marketing strategies. There are three limitations in this study, which are information gathered from secondary data maybe outdated, research study only covers small scope of geographical area, and there are other factors which are not measure in this research.