Factors influencing intention of buying organic food products among generation Z in Malaysia
The present study attempts to investigate the motives of Generation Z to buy organic food products in a developing nation (Malaysia). Four key motives the factor of environment concern, health consciousness, food safety, and perceived value are examined in this study. Consumers’ purchase behavior is...
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2024
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my.uum.etd.112352024-08-04T03:49:40Z https://etd.uum.edu.my/11235/ Factors influencing intention of buying organic food products among generation Z in Malaysia Poovithira, Parmasivan HF5415.33 Consumer Behavior. The present study attempts to investigate the motives of Generation Z to buy organic food products in a developing nation (Malaysia). Four key motives the factor of environment concern, health consciousness, food safety, and perceived value are examined in this study. Consumers’ purchase behavior is represented by their intention to buy organic food products. A convenience sample of 200 Peninsular Malaysian generation Z consumers completed the self-administered surveys that were distributed using Google Form. Five hypotheses were tested, the theory of planned behaviour serves 45as the theoretical framework for this investigation was used to examine the results. The findings reported that the factor of environment concern, health consciousness, food safety, and perceived value have supported with intention to buy organic food products. Strategies to improve the price, environmental friendliness, quality, and long-term health advantages of organic food should be implemented considering the findings. 2024 Thesis NonPeerReviewed text en https://etd.uum.edu.my/11235/1/depositpermission.pdf text en https://etd.uum.edu.my/11235/2/s830038_01.pdf text en https://etd.uum.edu.my/11235/3/s830038_02.pdf Poovithira, Parmasivan (2024) Factors influencing intention of buying organic food products among generation Z in Malaysia. Masters thesis, Universiti Utara Malaysia. |
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HF5415.33 Consumer Behavior. Poovithira, Parmasivan Factors influencing intention of buying organic food products among generation Z in Malaysia |
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The present study attempts to investigate the motives of Generation Z to buy organic food products in a developing nation (Malaysia). Four key motives the factor of environment concern, health consciousness, food safety, and perceived value are examined in this study. Consumers’ purchase behavior is represented by their intention to buy organic food products. A convenience sample of 200 Peninsular Malaysian generation Z consumers completed the self-administered surveys that were distributed using Google Form. Five hypotheses were tested, the theory of planned behaviour serves 45as the theoretical framework for this investigation was used to examine the results. The findings reported that the factor of environment concern, health consciousness, food safety, and perceived value have supported with intention to buy organic food products. Strategies to improve the price, environmental friendliness, quality, and long-term health advantages of organic food should be implemented considering the findings. |
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Thesis |
author |
Poovithira, Parmasivan |
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Poovithira, Parmasivan |
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Poovithira, Parmasivan |
title |
Factors influencing intention of buying organic food products among generation Z in Malaysia |
title_short |
Factors influencing intention of buying organic food products among generation Z in Malaysia |
title_full |
Factors influencing intention of buying organic food products among generation Z in Malaysia |
title_fullStr |
Factors influencing intention of buying organic food products among generation Z in Malaysia |
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Factors influencing intention of buying organic food products among generation Z in Malaysia |
title_sort |
factors influencing intention of buying organic food products among generation z in malaysia |
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2024 |
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https://etd.uum.edu.my/11235/1/depositpermission.pdf https://etd.uum.edu.my/11235/2/s830038_01.pdf https://etd.uum.edu.my/11235/3/s830038_02.pdf https://etd.uum.edu.my/11235/ |
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1806450896172744704 |
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13.18916 |