| Summary: | This study is about the discoveries on the factors affecting purchase intention of organic food in Malaysia. Nowadays, in today's modern world a new consumer lifestyle has emerged especially in the attitude of consuming organic food. This phenomenon has occurred because people are beginning to be aware of the importance of consuming healthy food in their daily lives. This study attempt to determine the consumers' purchase intention based on Theory of Planned Behaviour. There are six factors that are used in this study to examine the influence towards the purchase intention of organic food products. The factors are perceived health, environmental friendly and animal welfare, quality, price, safety and availability to measure the relation with purchase intention. Data was collected in supermarkets and wet markets around Johor Bahru, Malaysia area. Total number of 200 respondents did complete the questionnaires that had been distributed, representing 87% return rate. The analysis had been done using descriptive statistics, factor analysis, Cronbach Alpha reliability test, Pearson correlation and multiple regression method. The results gained from this study indicated that consumers' purchase intention are significantly influenced by their perception of organic food products which are perceived health, environmental friendly and animal welfare, quality, price, safety and availability. The findings are beneficial to marketers and retailers to develop the suitable marketing strategies to attract consumers' attention towards their products.
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