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...

Full description

Saved in:
Bibliographic Details
Main Author: Tan, Poh Leong
Format: Thesis
Language:English
English
Published: 2015
Subjects:
Online Access:http://ur.aeu.edu.my/97/1/Factors%20affecting%20intention%20towards%20organic%20food%20product%20consumption%20%3B%20A%20study%20among%20Chinese%20generation%20Y%20university%20students.pdf
http://ur.aeu.edu.my/97/6/Factors%20Affecting%20Intention%20Towards%20Organic%20Food%20Product%20Consumption%20%3B%20A%20Study%20Among%20Chinese%20Generation%20Y%20University%20Students.pdf
http://ur.aeu.edu.my/97/
https://online.fliphtml5.com/sppgg/wlgq/?1596601747555
Tags: Add Tag
No Tags, Be the first to tag this record!
id my-aeu-eprints.97
record_format eprints
spelling my-aeu-eprints.972020-08-05T04:28:05Z http://ur.aeu.edu.my/97/ Factors Affecting Intention Towards Organic Food Product Consumption : A Study Among Chinese Generation "Y" University Students Tan, Poh Leong TX Home economics 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 Malaysia. 2015 Thesis NonPeerReviewed text en http://ur.aeu.edu.my/97/1/Factors%20affecting%20intention%20towards%20organic%20food%20product%20consumption%20%3B%20A%20study%20among%20Chinese%20generation%20Y%20university%20students.pdf text en http://ur.aeu.edu.my/97/6/Factors%20Affecting%20Intention%20Towards%20Organic%20Food%20Product%20Consumption%20%3B%20A%20Study%20Among%20Chinese%20Generation%20Y%20University%20Students.pdf Tan, Poh Leong (2015) Factors Affecting Intention Towards Organic Food Product Consumption : A Study Among Chinese Generation "Y" University Students. Doctoral thesis, Asia e University. https://online.fliphtml5.com/sppgg/wlgq/?1596601747555
institution Asia e University
building AEU Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Asia e University
content_source AEU University Repository
url_provider http://ur.aeu.edu.my/
language English
English
topic TX Home economics
spellingShingle TX Home economics
Tan, Poh Leong
Factors Affecting Intention Towards Organic Food Product Consumption : A Study Among Chinese Generation "Y" University Students
description 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 Malaysia.
format Thesis
author Tan, Poh Leong
author_facet Tan, Poh Leong
author_sort Tan, Poh Leong
title Factors Affecting Intention Towards Organic Food Product Consumption : A Study Among Chinese Generation "Y" University Students
title_short Factors Affecting Intention Towards Organic Food Product Consumption : A Study Among Chinese Generation "Y" University Students
title_full Factors Affecting Intention Towards Organic Food Product Consumption : A Study Among Chinese Generation "Y" University Students
title_fullStr Factors Affecting Intention Towards Organic Food Product Consumption : A Study Among Chinese Generation "Y" University Students
title_full_unstemmed Factors Affecting Intention Towards Organic Food Product Consumption : A Study Among Chinese Generation "Y" University Students
title_sort factors affecting intention towards organic food product consumption : a study among chinese generation "y" university students
publishDate 2015
url http://ur.aeu.edu.my/97/1/Factors%20affecting%20intention%20towards%20organic%20food%20product%20consumption%20%3B%20A%20study%20among%20Chinese%20generation%20Y%20university%20students.pdf
http://ur.aeu.edu.my/97/6/Factors%20Affecting%20Intention%20Towards%20Organic%20Food%20Product%20Consumption%20%3B%20A%20Study%20Among%20Chinese%20Generation%20Y%20University%20Students.pdf
http://ur.aeu.edu.my/97/
https://online.fliphtml5.com/sppgg/wlgq/?1596601747555
_version_ 1675331439520907264
score 13.036727