Purchase Intention towards Organic Food among Generation Y in Malaysia

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.