Motivational factors to consume organic food products among public university students’ in Kelantan

• Main Authors: Afif Ahza Zainudin, Fatin Nor Nazira Che Seman, Noor Asilah Hussin, Noor Syamimi Zulkefli
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2023
• Online Access: http://discol.umk.edu.my/id/eprint/13857/1/FINAL%20REPORT%20%28W4%29.pdf; http://discol.umk.edu.my/id/eprint/13857/

Previous research has shown that organic food products have gained attention amongconsumers. This research want to investigate the factors that influences motivation toconsume organic food products. The objective of this research is to examine therelationship between consumer attitude, price perception , health concern and environmental concern towards motivation to consume organic food products among university students at Kelantan. Using quantitative method, questionnaire survey were distributed to student from 3 public universities in Kelantan. 235 data were gathered and analyzed for descriptive, reliability and correlation using SPSS version 26. The study found that consumer attitude, price perception, health concern and environment concern were significantly correlated with the motivation to consume organic food products.This research will contribute to the increase of the market of organic food products, can be a resource for public universities in the selection of food for their students and the organic food industry will expand widely. Future studies can try qualitative methods to conduct research, try other factors and expand the scope of the population to a larger one. Keywords : consumer attitude, price perception , health concern and environment concern