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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Main Author: Poovithira, Parmasivan
Format: Thesis
Language:English
English
English
Published: 2024
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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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spelling 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.
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Electronic Theses
url_provider http://etd.uum.edu.my/
language English
English
English
topic HF5415.33 Consumer Behavior.
spellingShingle HF5415.33 Consumer Behavior.
Poovithira, Parmasivan
Factors influencing intention of buying organic food products among generation Z in Malaysia
description 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.
format Thesis
author Poovithira, Parmasivan
author_facet Poovithira, Parmasivan
author_sort 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
title_full_unstemmed 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
publishDate 2024
url 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/
_version_ 1806450896172744704
score 13.18916