Motivational Factors to Consume Organic Food Products among University Students’ in Kelantan

Abstract

Previous research has shown that organic food products has gain attention among consumers. However, studies on youth motivation towards consuming organic food products are still scarce. Therefore the objective of this study is to investigate motivation to consume organic food products by examining the relationship between consumer attitude, price perception, health concern and environmental concern towards motivation to consume organic food products among public university students in Kelantan. Using quantitative method, questionnaire survey were distributed to students from 3 public universities in Kelantan. 235 data were gathered and analyzed for descriptive, reliability and correlation analysis using SPSS version 26. The study found that consumer attitude, price perception, health concern, and environment concern were significantly correlated with the motivation to consume organic food products. This research will contribute to the factors that motivate youth in consuming organic food products, provide information and resources for public universities in the selection of food for students and for the benefits of food industry. Future studies can try qualitative methods to conduct research, try other factors and expand the scope of the population to a larger one.