Intention to purchase Organic Products in Malaysia: Using Partial Least Squares Structural Equation Modeling (PLS-SEM)
The word “organic” become a new phenomenal in our daily modern life style as more people adopting a healthier lifestyle. They believed that by consuming organic products which are free from chemical fertilizers and pesticides, their lives will become healthier, safety guarantee and gradually can reduce or avoid chronic diseases. Organic food is the most popular among other organic products such as toiletries, perfumers etc. In Malaysia, the growing of organic industry is continuously due to consumer demand of organic food and products is rising in recent year. Thus, the objective of this study is to examine the relationship between independent factors (attitude, health, knowledge, and subjective norms) towards the intention of purchasing organic foods. A quantitative study by focusing on casual study was designed. Non-profitability sampling technique was used due to unknown population consume organic foods in Malaysia. Convenience and snowball sampling method were employed as it was the easiest accessible way to distribute questionnaire and it was continuously spread out to other consumers. 100 organic consumers from Peninsular Malaysia were selected. Data was analysed by PLS-SEM. The findings showed that knowledge and subjective norms have positive relationship towards the intention to purchase organic products in Malaysia. In conclusion, H3 and H4 were supported. Meanwhile, H1(attitude) and H2 (health) were unsupported.
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