Customer perception, altitudes and purchase intention towards organic foods in Kota Kinabalu, Sabah

The objective of this study was to examine the consumers' perception of organic food which included organic knowledge, environmental knowledge, price consciousness, health consciousness, food safety and product availability with intention to purchase towards organiC foods In Kota Kinabalu, Saba...

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Main Author:	Ng, Lenny, Yee Wen
Format:	Thesis
Language:	English
Published:	2014
Subjects:	HF Commerce
Online Access:	https://eprints.ums.edu.my/id/eprint/17929/1/Customer%20perception%20altitudes%20and%20purchase%20intention%20towards%20organic%20foods%20in%20Kota%20Kinabalu.pdf
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spelling	my-ums-ep.179292017-12-28T23:21:30Z Customer perception, altitudes and purchase intention towards organic foods in Kota Kinabalu, Sabah 2014 Ng, Lenny, Yee Wen HF Commerce The objective of this study was to examine the consumers' perception of organic food which included organic knowledge, environmental knowledge, price consciousness, health consciousness, food safety and product availability with intention to purchase towards organiC foods In Kota Kinabalu, Sabah. The study also examines the mediating effect of attitude towards organic foods on the relationship between customer perception and purchase intention. 360 respondents were selected for the study in which data was collected from different supermarket and hypermarket in Kota Kinabalu, Sabah using convenient sampling method. Partial least Square (PLS) based Structural Equation Modelling (SEM) was utilized to identify the dimensionality of research variables The results show that organic knowledge, price consciousness and food safety concern have a significant influence on purchase intention. However, other dimension such as environmental concern, health consciousness and food safety concern have Significant effect with attitude towards organiC foods. The mediation analysis results show that attitude towards organic foods mediates the relationships of purchase intention with organic knowledge, environmental concern, health consciousness, food safety concern and product availability. The result shown that food safety appears to be the most Significant factors that affect the purchase Intention of organic food products. It is suggest that organic foods marketers or researchers should focus on food safety in order to increase their customers' consumption of organiC foods. This study also included the limitation of the study and recommendation for future researchers. 2014 Thesis https://eprints.ums.edu.my/id/eprint/17929/ https://eprints.ums.edu.my/id/eprint/17929/1/Customer%20perception%20altitudes%20and%20purchase%20intention%20towards%20organic%20foods%20in%20Kota%20Kinabalu.pdf text en public masters Universiti Malaysia Sabah Faculty of business, economics and accounting
institution	Universiti Malaysia Sabah
collection	UMS Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Ng, Lenny, Yee Wen Customer perception, altitudes and purchase intention towards organic foods in Kota Kinabalu, Sabah
description	The objective of this study was to examine the consumers' perception of organic food which included organic knowledge, environmental knowledge, price consciousness, health consciousness, food safety and product availability with intention to purchase towards organiC foods In Kota Kinabalu, Sabah. The study also examines the mediating effect of attitude towards organic foods on the relationship between customer perception and purchase intention. 360 respondents were selected for the study in which data was collected from different supermarket and hypermarket in Kota Kinabalu, Sabah using convenient sampling method. Partial least Square (PLS) based Structural Equation Modelling (SEM) was utilized to identify the dimensionality of research variables The results show that organic knowledge, price consciousness and food safety concern have a significant influence on purchase intention. However, other dimension such as environmental concern, health consciousness and food safety concern have Significant effect with attitude towards organiC foods. The mediation analysis results show that attitude towards organic foods mediates the relationships of purchase intention with organic knowledge, environmental concern, health consciousness, food safety concern and product availability. The result shown that food safety appears to be the most Significant factors that affect the purchase Intention of organic food products. It is suggest that organic foods marketers or researchers should focus on food safety in order to increase their customers' consumption of organiC foods. This study also included the limitation of the study and recommendation for future researchers.
format	Thesis
qualification_level	Master's degree
author	Ng, Lenny, Yee Wen
author_facet	Ng, Lenny, Yee Wen
author_sort	Ng, Lenny, Yee Wen
title	Customer perception, altitudes and purchase intention towards organic foods in Kota Kinabalu, Sabah
title_short	Customer perception, altitudes and purchase intention towards organic foods in Kota Kinabalu, Sabah
title_full	Customer perception, altitudes and purchase intention towards organic foods in Kota Kinabalu, Sabah
title_fullStr	Customer perception, altitudes and purchase intention towards organic foods in Kota Kinabalu, Sabah
title_full_unstemmed	Customer perception, altitudes and purchase intention towards organic foods in Kota Kinabalu, Sabah
title_sort	customer perception, altitudes and purchase intention towards organic foods in kota kinabalu, sabah
granting_institution	Universiti Malaysia Sabah
granting_department	Faculty of business, economics and accounting
publishDate	2014
url	https://eprints.ums.edu.my/id/eprint/17929/1/Customer%20perception%20altitudes%20and%20purchase%20intention%20towards%20organic%20foods%20in%20Kota%20Kinabalu.pdf
_version_	1747836481825669120

Customer perception, altitudes and purchase intention towards organic foods in Kota Kinabalu, Sabah

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