Factors Affecting Intention Towards Organic Food Product Consumption : A Study Among Chinese Generation "Y" University Students
This study is focused on determining the internal factors and external factors that affect the intentions of the Chinese Generation Y towards organic food consumption. This study also measures intention as a mediator variable in the relationships between internal factors and consumption, and exte...
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|Summary:||This study is focused on determining the internal factors and external factors that
affect the intentions of the Chinese Generation Y towards organic food consumption.
This study also measures intention as a mediator variable in the relationships between
internal factors and consumption, and external factors and consumption. Data was
collected employing online survey questionnaires sent to 500 respondents, consisting of
students of one university. The questionnaire was adopted and adapted from previous
researchers. The gathered data were analysed using AMOS software. The outcome from
the Structural Equation Modelling (SEM) analysis indicates that knowledge and
awareness have significant effects on the intention to consume organic food products.
Nevertheless, the relationship between environmental concerns, product attributes and
health consciousness did not show any direct effect on intention. Besides that,
knowledge, awareness, product attributes, health consciousness and environmental
concerns, were non-significant predictors of organic food consumption. Furthermore, the
media and advertising, and perceived behavioural control appeared as significant
predictors of the intention variable. Yet, only subjective norm has been verified to be an
insignificant predictor of the intention variable in this study. Amazingly, the intention has
been a complete mediator between the six exogenous constructs, knowledge, health
consciousness, environmental concerns, product attributes, perceived behavioural control,
and the media and advertising in this research, while the intention mediating variable is
only shown as a partial mediator between the subjective norm and consumption. It is
hoped that the results of this study will assist food marketers and the Malaysian Ministry
of Agriculture in gaining the intention and consumption of organic food products in