Factors Influencing Consumers’ Behavioural Intention To Choose Organic Foods
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Date
2015
Authors
Law, Bi Yuan
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Abstract
This research examined the factors that influence Malaysian consumers’ behavioural intention towards choosing organic foods. The theoretical framework was developed based on Theory of Planned Behaviour (TPB), Health Belief Model (HBM) and Expectancy-Value Theory. The study examined the relationship between six independent variables in the model (attitude towards behaviour, subjective norms, perceived behavioural control, perceived importance of taste, health value and perceived susceptibility to illness) and the dependent variable (consumers’ behavioural intention) using data collected from 380 respondents in Malaysia. The results show that intention was strongly predicted by subjective norms, followed by health value, perceived susceptibility to illness, and finally perceived behavioural control. It was startling to discover that attitude towards behaviour and perceived importance of taste did not have significant impact on intention. The study also found that only product and price from the Marketing Mix (4Ps) acted as moderators on the relationship between perceived behavioural control and intention whereas place and promotion do not have moderating effects on any of the other relationship. Findings from this study will enable organic foods producers, processors, wholesalers, retailers, restaurants, service providers as well as organic farmers, the Malaysian government and organic related agencies to better understand the needs and demands of organic food products consumers.
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Keywords
Influencing Consumers’ Behavioural , To Choose Organic Foods