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Organic Food

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Submitted By swarup03
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CANADIAN SOCIAL SCIENCE

Vol. 6, No. 1, 2010, pp. 70-79

ISSN: 1712-8056 www.cscanada.net

Purchase Intention of Organic Food; Perceived Value Overview
INTENTION D'ACHATS DES ALIMENTS BIOLOGIQUES; VUE D’ENSEMBLE DE VALEUR PERÇUE

Mohd Rizaimy Shaharudin1 Jacqueline Junika Pani2 Suhardi Wan Mansor3 Shamsul Jamel Elias4

Abstract: Organic food consumption among consumers is becoming popular nowadays. The attitude has emerged in today’s modern world due to the increased in awareness of the importance to maintain a healthy lifestyle by consuming foods without unsafe additives, preservatives, flavor and coloring. Organic food is produced without using most conventional pesticides; fertilizers made with synthetic ingredients or sewage sludge; bioengineering; or ionizing radiation, therefore promotes the healthy food characteristics. However, based on the reviewed of literatures, there were some inconsistencies in the previous research findings. In terms of perceived value towards organic food product, most of the research found positive and not less also discovered negative result mainly due the lack of some special value in the eyes of consumers. For instance, higher in price, not value for money, satisfied with the existing conventional food, doubts on the product guarantee and unclear declarations of the organic status. The research aims to identify the perceived value factor and its impact towards the customers’ purchase intention in Malaysia. The findings of the study indicated that out of four factors, only perceived value and health consciousness influenced the customer purchase intention. However, food safety concern and religious factors were found to have less impact on customer purchase intention. The result has shown some similarities with the previous literature where
Faculty of Business Management, Universiti Teknologi MARA, P.O Box 187, 08400

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