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:	eng eng eng
Published:	2024
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	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
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id	my-uum-etd.11235
record_format	uketd_dc
spelling	my-uum-etd.112352024-08-04T03:49:40Z Factors influencing intention of buying organic food products among generation Z in Malaysia 2024 Poovithira, Parmasivan Perumal, Selvan School of Business Management School of Business Management 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 https://etd.uum.edu.my/11235/ https://etd.uum.edu.my/11235/1/depositpermission.pdf text eng staffonly https://etd.uum.edu.my/11235/2/s830038_01.pdf text eng staffonly https://etd.uum.edu.my/11235/3/s830038_02.pdf text eng staffonly other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Perumal, Selvan
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
qualification_name	other
qualification_level	Master's degree
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
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
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
_version_	1811772573243932672

Factors influencing intention of buying organic food products among generation Z in Malaysia

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