Proceedings of the 4th International Conference on the Future of Asean 2023 (ICoFA 2023)

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Factors Driving Organic Food Purchase Among Malaysians in Klang Valley: Does Advertising Important?

Authors
Noraihan Mohamad1, *, Nur ‘Amirah Abdul Nasir1, Nurul Izzah Eddy Zulkarnain1
1School of Hospitality and Creative Arts, Management and Science University, University Drive, Off Persiaran Olahraga, Seksyen 13, 40100, Shah Alam, Selangor, Malaysia
*Corresponding author. Email: noraihan_mohamad@msu.edu.my
Corresponding Author
Noraihan Mohamad
Available Online 29 July 2023.
DOI
10.2991/978-2-38476-076-3_13How to use a DOI?
Keywords
Advertising; Attitude; Health Consciousness; Organic Food; Price
Abstract

Organic is a process of agricultural products like vegetables, meat, dairy products, fruits and grains. Organic is designed to enhance the soil and water quality, safe and healthy life, enable natural livestock behaviour, and others. Previous research has consistently stated various factors that influence people’s organic food consumption. Hence, this study aims to examine the predictors of organic food buying behaviour among Malaysians. The descriptive research survey was conducted among consumers who buy organic food in Klang Valley. A total of 305 respondents were selected based on the convenience sampling technique. Pearson correlation technique analysis was employed to test the research hypothesis. The results show that price, attitude, health consciousness, and advertising have a positive relationship towards organic food buying behaviour among Malaysians. The findings indicated price, attitude, health consciousness, and advertising as the important elements to convince people to change their eating behaviour from conventional food to organic food. This study contributes to the organic food consumption body of knowledge by expanding the literature from consumers’ perspectives. From the practical point of view, the findings provide important information to the service provider to improve their marketing strategies in helping people to have better eating behaviour in the future.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th International Conference on the Future of Asean 2023 (ICoFA 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 July 2023
ISBN
978-2-38476-076-3
ISSN
2352-5398
DOI
10.2991/978-2-38476-076-3_13How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Noraihan Mohamad
AU  - Nur ‘Amirah Abdul Nasir
AU  - Nurul Izzah Eddy Zulkarnain
PY  - 2023
DA  - 2023/07/29
TI  - Factors Driving Organic Food Purchase Among Malaysians in Klang Valley: Does Advertising Important?
BT  - Proceedings of the 4th International Conference on the Future of Asean 2023 (ICoFA 2023)
PB  - Atlantis Press
SP  - 134
EP  - 145
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-076-3_13
DO  - 10.2991/978-2-38476-076-3_13
ID  - Mohamad2023
ER  -