The Effectiveness of Banana Leaf as a Food Wrapper in Pasar Siti Khadijah

Abstract

The study aimed to examine the relationship between price, organic food knowledge, health consciousness, environmental consciousness and purchase intention towards organic food among Generation Y in Malaysia. Specifically, this study has two objectives which is to identify the factors influence the purchase intention towards organic food among Generation Y in Malaysia and to assess the relationship between Generation Y purchase intention and factors influencing the purchase intention towards organic food. To achieve the research objectives, quantitative study has been used in this research. A survey was carried out and 384 respondents completed questionnaires which consisted of 29 questions.