Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon

Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon

Food is a basic necessity for the survival of humankind and people consume various types of food every day. Nowadays, with the demand for high quality of life, organic food has started to gain the consumers' attention in the food market. Evidence from Europe and North American regions has prove...

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Main Authors: Sa'ari, Juan Rizal, Koe, Wei Loon
Format: Research Reports
Language:English
Published: Research Management Institute (RMI) 2012
Subjects:
Life style
Online Access:http://ir.uitm.edu.my/id/eprint/21731/
http://ir.uitm.edu.my/id/eprint/21731/1/LP_JUAN%20RIZAL%20SA%27ARI%20RMI%2012_5.pdf
id uitm-21731
recordtype eprints
spelling uitm-217312018-10-03T08:54:52Z http://ir.uitm.edu.my/id/eprint/21731/ Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon Sa'ari, Juan Rizal Koe, Wei Loon Life style Food is a basic necessity for the survival of humankind and people consume various types of food every day. Nowadays, with the demand for high quality of life, organic food has started to gain the consumers' attention in the food market. Evidence from Europe and North American regions has proven that organic food demand has soared overwhelmingly. There is no doubt that organic food can help people to lead a healthy life and it has a great potential to prosper in the region. However, research into the organic food market in Malaysia is still very lacking, especially among the young consumers such as Generation-Y because it is considered new in Malaysia. As such, this study was carried out to determine the level of intention to consume organic food and to verify the relationship between influencing factors and intention to consume organic food among Generation-Y. The respondents were selected from undergraduate students of a local university. Based on the descriptive statistics, the study found that most respondents have the average intention to agree in consuming organic food. The inferential statistical tests showed that environmental concern and food safety play a significant and positive effect on influencing intention to consume organic food among Generation-Y. However, other factors such as perceived cost, perceived quality, health consciousness, trust and social value are deemed as less significant in predicting intention to consume organic food among Generation-Y. Recommendations for organic food producers, consumers, policy makers and future researchers have also been put forth at the end of this study. Research Management Institute (RMI) 2012 Research Reports NonPeerReviewed text en http://ir.uitm.edu.my/id/eprint/21731/1/LP_JUAN%20RIZAL%20SA%27ARI%20RMI%2012_5.pdf Sa'ari, Juan Rizal and Koe, Wei Loon (2012) Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon. [Research Reports] (Unpublished)
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
topic Life style
spellingShingle Life style
Sa'ari, Juan Rizal
Koe, Wei Loon
Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon
description Food is a basic necessity for the survival of humankind and people consume various types of food every day. Nowadays, with the demand for high quality of life, organic food has started to gain the consumers' attention in the food market. Evidence from Europe and North American regions has proven that organic food demand has soared overwhelmingly. There is no doubt that organic food can help people to lead a healthy life and it has a great potential to prosper in the region. However, research into the organic food market in Malaysia is still very lacking, especially among the young consumers such as Generation-Y because it is considered new in Malaysia. As such, this study was carried out to determine the level of intention to consume organic food and to verify the relationship between influencing factors and intention to consume organic food among Generation-Y. The respondents were selected from undergraduate students of a local university. Based on the descriptive statistics, the study found that most respondents have the average intention to agree in consuming organic food. The inferential statistical tests showed that environmental concern and food safety play a significant and positive effect on influencing intention to consume organic food among Generation-Y. However, other factors such as perceived cost, perceived quality, health consciousness, trust and social value are deemed as less significant in predicting intention to consume organic food among Generation-Y. Recommendations for organic food producers, consumers, policy makers and future researchers have also been put forth at the end of this study.
format Research Reports
author Sa'ari, Juan Rizal
Koe, Wei Loon
author_facet Sa'ari, Juan Rizal
Koe, Wei Loon
author_sort Sa'ari, Juan Rizal
title Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon
title_short Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon
title_full Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon
title_fullStr Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon
title_full_unstemmed Exploring the intention to consume organic food among generation-Y research management institute / Juan Rizal Sa'ari and Koe Wei Loon
title_sort exploring the intention to consume organic food among generation-y research management institute / juan rizal sa'ari and koe wei loon
publisher Research Management Institute (RMI)
publishDate 2012
url http://ir.uitm.edu.my/id/eprint/21731/
http://ir.uitm.edu.my/id/eprint/21731/1/LP_JUAN%20RIZAL%20SA%27ARI%20RMI%2012_5.pdf
first_indexed 2023-09-18T23:07:12Z
last_indexed 2023-09-18T23:07:12Z
_version_ 1777418562217967616

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