Citation

Goh, Mei Ling and Tan, Seng Huat (2026) Sustainable Purchase Intentions Toward Organic Food. In: Finance, Technology, and Sustainability for Sustainable Innovation. IGI Global Scientific Publishing, pp. 117-154.

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Abstract

Organic food industry is an industry that contributes and supports the competitive edge in the framework of the agriculture sector of most of the nations, including Malaysia. The market for organic food is expanding which coupled with the rise of the awareness of consumers for health particularly in the post Covid-19. This can be observed with the earlier research that consumer awareness towards purchasing the eco-friendly and healthy food products is increasing. Research has also shown that the consumers belonging to the Generation Z segment in Malaysia will pay for green products. In order to better understand the sustainable organic food purchase intentions of Generation Z, the present research has two goals. Firstly, it measures the sustainable purchase intentions of Generation Z for organic food, and then it examines the indirect effect of attitude on how health consciousness, environmental concern, and trust for organic labels drive organic food purchase intentions.

Item Type:	Book Section
Uncontrolled Keywords:	Sustainable Purchase Intentions
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD2321-4730.9 Industry
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	02 Apr 2026 04:11
Last Modified:	06 Apr 2026 08:41
URII:	http://shdl.mmu.edu.my/id/eprint/15648

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