Citation

Yeo, Sook Fern and Tan, Cheng Ling and Tseng, Ming Lang and Tam, Steven and San, Weng Kuan (2022) Factors influencing organic food purchase decision: fuzzy DEMATEL approach. British Food Journal. pp. 1-25. ISSN 0007-070X

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Abstract

In recent years, consumers today recognise organic foods as high-quality products which can benefit them in various aspects. The tendency to switch consumption behaviours from conventional to ecological food products or organic food has largely been due to the claims that organic crops are grown in eco-friendly and sustainable environments. Thus, the study highlighted unique results on young consumers' purchasing intentions from a new perspective. The paper aims to investigate the factors influencing consumers' purchase decision towards organic food, particularly amongst Generation Y consumers. Design/methodology/approach The underlying fuzzy set theory is employed to handle the fuzziness of consumers' perceptions since the attributes are usually expressed in linguistic preferences. Overall, the study focussed on five important aspects – health consciousness, environmental concern, social influencing and ethical concern – that also include twenty criteria that had been identified and introduced after a thorough review of related literature.

Item Type:	Article
Uncontrolled Keywords:	Organic foods, Fuzzy DEMATEL, Health consciousness, Environmental concern, Ethical concern
Subjects:	Q Science > QK Botany
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	27 Mar 2022 15:24
Last Modified:	06 Apr 2022 00:44
URII:	http://shdl.mmu.edu.my/id/eprint/10042

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