Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach


Tan, Booi Chen and Pang, Suk Min and Lau, Teck Chai (2022) Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach. Foods, 11 (18). p. 2721. ISSN 2304-8158

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This study examines the significant differences between the socio-demographic characteristics of Millennials in Malaysia and their intention to purchase organic food. In addition, the study also investigates the factors that influenced their purchase intention using a multi theoretical approach based on the Theory of Planned Behavior and Protection Motivation Theory. A questionnaire-based approach was applied. Data were collected via a face-to-face method at organic and non-organic food shops located in Klang Valley, Malaysia. SPSS and PLS-SEM were used to analyze 214 useable samples. The results from the independent sample T-test and ANOVA test showed that there were no significant differences between gender, age, marital status, educational level and ethnicity and intention to purchase organic food; while occupation, monthly income and prior purchase experience were found to have differences on this intention. In addition, a structural model was tested and revealed that response efficacy and attitude positively influenced organic food purchase intention; and attitude was the most important predictor of this intention. Knowing the influencing factors and differences of the target market from the socio-demographic characteristics will enable firms to create more specific selling points to market organic food to the right target markets, hence, contributing towards sustainability in the country.

Item Type: Article
Uncontrolled Keywords: Millennials, organic food, purchase intention, socio-demographic, sustainability
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Management (FOM)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 31 Oct 2022 08:10
Last Modified: 31 Oct 2022 08:10


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