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Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia


Citation

Ibitoye, Olusola Olugbenga and Mohd Nawi, Nolila and Man, Norsida and Kamarulzaman, Nitty Hirawaty (2014) Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia. World Applied Sciences Journal, 32 (4). pp. 611-617. ISSN 1818-4952; ESSN: 1991-6426

Abstract

Although certain insights have been gained from past studies on the factors influencing consumers’ purchasing intention towards organic food, not much effort have been made to understand their purchasing intention towards organic rice. This study aimed to explore the factors influencing consumers’ intentions towards the purchase of organic rice. A structured questionnaire using 5-point Likert scales were administered to 334 randomly selected consumers. Data collected were analysed using descriptive analysis and exploratory factor analysis. The result showed health, food safety and environmental benefits as the most important factor influencing consumer’s preferences towards organic rice followed by the other three factors namely organizational interventions, market and packaging. This finding would help stakeholders in the organic rice industry to understand the underlying pattern of consumer behavioural intention and decision towards purchasing organic rice in Malaysia.


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Additional Metadata

Item Type: Article
Divisions: Faculty of Agriculture
Publisher: IDOSI Publications
Keywords: Organic rice; Purchase intention; Behavioural intention; Malaysia
Depositing User: Nabilah Mustapa
Date Deposited: 16 Dec 2015 09:01
Last Modified: 16 Dec 2015 09:01
URI: http://psasir.upm.edu.my/id/eprint/37632
Statistic Details: View Download Statistic

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