UUM Electronic Theses and Dissertation
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Propensity to purchase organic food: its antecedents and consequences on actual purchase behavior

Khairul Nizam, Mahmud (2021) Propensity to purchase organic food: its antecedents and consequences on actual purchase behavior. Doctoral thesis, Universiti Utara Malaysia.

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The organic food industry is currently one of the emerging markets worldwide. People are beginning to understand the benefits of eating organic food instead of conventional food. Despite protecting the environment, people are concerned with healthy eating. This study focuses on the antecedents and consequences of actual behaviour towards the propensity to purchase organic food in Malaysia’s organic food industry. The study conceptualizes
consumption value and perceived value as a multi-dimensional construct which consists of seven dimensions of values, i.e. functional value, social value, emotional value, novelty value, conditional value, monetary value, and environmental concern. Using the quantitative method, the study investigates the relationships between factors by applying the Structural Equation Modelling with Partial Least Square (SEM-PLS) version 2.0 and involves 169 respondents from Kuala Lumpur. Of the 169 respondents, 37 are male and 132 are female, with 113 Malays, 31 Chinese, 24 Indians, and 1 Other. Out of 8 hypotheses tested, only 3 are supported by the results of the study. The analyses reveal positive relationships between functional value and social value and the propensity to purchase organic food, respectively. The results also show a positive relationship between propensity to purchase and actual purchase behaviour. In this study, although the purchase of organic food in Malaysia is growing, that is 58%, the supply of local organic products is still unable to keep up with the increased demand. Therefore, the findings of this study would help practitioners, researchers and marketers, as well as organic food producers to understand which factors are important and can be applied for their future research and strategies

Item Type: Thesis (Doctoral)
Supervisor : Abdul Talib, Asmat Nizam
Item ID: 9621
Uncontrolled Keywords: Theory of Consumption Values, Perceived Value, Organic Food, Propensity to Purchase
Subjects: H Social Sciences > HF Commerce. > HF5415.33 Consumer Behavior.
Divisions: Othman Yeop Abdullah Graduate School of Business
Date Deposited: 13 Jul 2022 08:57
Last Modified: 19 Mar 2024 01:45
Department: Othman Yeop Abdullah Graduate School of Business
Name: Abdul Talib, Asmat Nizam
URI: https://etd.uum.edu.my/id/eprint/9621

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