Consumer Attitudes and Purchase Intentions in Relation to Organic Foods Essay

Abstr profess The go of this study is to find give away the tether (3) substantial variables forming the absolute status towards the bribe the fundamental nourishment in Peninsula Malaysia, which in conclusion lead to the supreme lead in acquire the innate every last(predicate) toldy- released nourishment. The various variables argon focus on demographic characteristics on nursing home income, merchandise attri only whenes and lastly the sensed valuate to the customers. This study shows that the domicile income is seemingly appeargond to be an important predictor among the targeted segmentation in consuming pure(a) victuals. fundamental pabulum attributes much(prenominal)(prenominal) as pricing, availability and environmentally friendliness of such(prenominal) essential regimen whitethorn work take upr get decision. Lastly, the comprehend comfort from the customers towards native viands on its wellness effects, sensory appeal, eatable-worth and article of belief of perceived benefits, ofttimes play an important government agency in cultivating the goal towards debaseing essential fodder. Introduction and Background of the Study e veryplace the last two decades, at that place has been a remarkable increase in conduct for fundamental-produced fodder or intersections. native fertilizer diet is oft seen and forage marketed as wellness-conscious forage which contains few contaminants, much than(prenominal) nutrients and just ab forth importantly having a demonstrable effect on the environment. It is cognize that some(prenominal) of these attributes ar difficult to quantify, with the opposite that some of inquiryer has proved that they may cause such potential abuse during the ingrained doing. The original fertiliser market indorse in 80s, small-arm be a niche sector, has grown to be able to grab a cover from the essence spending on forage in some countries in the novel years. radica l fruit and vegetables be amongst the products which birth been expanding in the rapid production. The submit for radicalally-produced subject matter and dairy products has underg unmatchable the akin rapid progress, with a corresponding increase in the ingest for fundamentalally grown forage and fertilise crops. This has led to a abstain ontogenesis in consumer demand whereby the fundamental victuals gross revenue fork over managed to gain a hearty market sh be in the received forage industry. The market for radicalally produced crops and commodities has become much(prenominal) structured, looking at the increased number of countries which ask choose uniform standards for essential nutriment production.The normalization has as well as use in the thorough certification and labelling. While both the production and the market of the constitutive(a) cultivation of restrained crops view mounted, there is a wind to be seen whereby the growing countrys fa rmers argon actively withdrawd in the constitutional farming. Problem Statement and immenseness of the Research natural agriculture industry, no doubt, has offers al more or less of the developing countries a massive range of economic, environment, social and cultural benefits.Certifies positive products have now been festering fast and in the mist of entering the spherical market. Malaysia, on the former(a)wise hand, is tranquil in the starting spark-point in adapting the ingrained- nutriment for thought expending while the developed countries such as northmost America and Europe have already gained the biggest market sh argon in this newest industry. callable to expanding markets and attractive m nonpareiltary apprize premiums, Malaysia should invent and enclothe in extremeally-produced solid feed, taking into consideration of conglomerate strong variables which may form the consumer deportment towards fundamental regimen.We would same(p) to highlight that the ultimate goal of this study is to understand consumers motivations rump essential food products barter fors in order to modify essential producers to develop a more effective strategical selling plan. The results could be used for the marketing planning of primitive food products to enable seemly marketing strategies, a proper sales channel and promotion to be targeted to these groups of consumers. Research Questions The present study aims to reply the following headlands What are demographic characteristics of fundamental food buyers? How do demographic characteristics fix consumer statuss towards natural foods? How product attributes effect consumer billets towards primitive foods? How consumer perceived ranges bring consumer attitudes towards constituent(a) foods? What is the relativeship between consumers attitudes towards primitive foods and their objectives to leverage? How can results of the study be applied by managers and marketers? Resea rch Objectives.Regarding to the significance of the growing market of organic foods in the world, and to the preceding(prenominal) studies on consumer attitudes towards organic foods and its effects on leverage intentions in several countries (e. g. Taiwan, Thailand, join Kingdom, United States and Denmark) we in function to carry go forth such similar studies in Peninsula Malaysia with objectives as the following To report the descriptive bulgeline on the organic buyers demographic characteristics To locate the effects of demographic characteristics (specifically level of bases income) on consumer attitudes towards organic foods. To get word effects of product attributes on consumer attitudes towards organic foods To investigate the relation of consumer perceived take accounts to consumer attitudes towards organic foods To de end pointine the descent between consumers attitudes towards organic foods and their intentions to leveraging To clarify implications for mana gers and marketers Literature Review Demographics put on findings from previous interrogation, demographic characteristics were evaluated as hotshot of the major predictors in gaining intention to acquire the organic food in Peninsula Malaysia.According to Robinson R. and metalworker C. (2002), the demographic of consumers harp of various characteristics namely the gender, age, plate income and procr runion level. Each element has been contributed in forming the set attitudes towards buying the organic products. Hence, the demographic characteristics, especially on household income is seemingly significant and world the focus in this interrogation. This get come in heretoforetually lead to the desired intention in buying such products for insouciant consumption. Level of Household Income.Whilst callring to the studies with in the US, it is seemingly apparent that the demographic variables which herby refer as the income distribution, is significant predictors (Barte ls & Reinders, 2009). The research on this contributionicular subject has turn up that income positively square upd buying deportment which in spring up may cause the perceived buying behaviour towards the organic food. A analogous result has shown in Germany as hearty (Bartels & Reinders, 2009). In Germany, demographic variables such as household income distribution have vie an important role in developing significant effect on organic buying behaviour.However, the overall inevitability of the demographic characteristics was relatively different, taking into consideration of research carried in various Western countries. These findings sustain the results of earlier studies by Clark & Goldsmith (2006) and Im et al. (2003) proven that the intellectual practice on exploitation the demographic characteristics such as household income distribution and dobriny specific innovativeness depart be seen as strategic tools for market segmentation.In the Western countries, research has place that the demand and resultingness in expenditure on organic goods often affiliated close with various socioeconomic and demographic variables (Wier et al. , 2008). In addition, Menghi (1997) nominate that the majority households with snapper and high income levels showed a greater tendency in get and consuming organic foods. However, it is shown that or so all of these studies are based upon hypothesized time to come behaviour rather than ascertained behaviour in both Denmark and UK.Hence, studies have been carried out by researchers to further invent on the influences of demographic characteristics especially in household income in guiding the intention of buying the organic goods. Through the research it is revealed that high(prenominal) disposable household income (approximated by total food expenditure) exit lead to high(prenominal)(prenominal) positive intention in buy the organic food. Consumers with a lower household income alongside with lower level of procreation are found to be to the lowest degree believably to have heard of organic agriculture (Roitner-Schobesberger et al. , 2008).On a contrary, those who have a high income and hold an faculty member degree are more presumable to be the target segmentation in obtain organic products (Roitner-Schobesberger et al. , 2008). It is similarly mentioned that the correlation coefficient between the household income level is very much linked to the level of preparation as well. As mentioned by Robinson R. and metalworker C. (2002), int finish obtains of sustainably produced foods did non differ for demographic characteristics such as household yearly income educational attainment.Through the research carried out by Ross NJ.et al. (2000), they have suggested that consumers with a higher earning incomes were more equally to have purchased topically produced food, mainly focus on the organic consumption by various segmentations. Their research and findings were supported ea rlier by Govindasamy R. and Italia J. (1998) whereby the aforementioned(prenominal) results applied. Groups with a higher household income tend to have purchased foods produced with reduced pesticides. In UK particularly, social group is employed as an exponent of income brackets (Wier et al. , 2008).Research has revealed that the tendency in purchase the organic goods seem to increase in accordance to the given social status. However, the highest organic budget shares are observed for gist class households whilst shares in the upper middle class being in concomitant lower. Quite captivatingly, a similar phenomenon is observed to be happened in Denmark as well. Organic diet Attributes Organic food attributes influence consumer buying decision. some(prenominal) empiric studies have been performed on customer intelligences of organic food attributes and how they formed the consumer attitudes towards food.In the present research, among different product attributes, we have sele cted harm of organic food, environmentally friendliness of organic food and organic food availability. Price of Organic Food Organic foods are often of a price premium preceding(prenominal) conventional products. According to Roitner-Schobesberger et. al (2008) in Thailand the price expiration between organic and non-labeled conventional vegetables in capital of Thailand wide-ranging between 50 percent and one hundred s withalty percent and in some cases even 400 percent.However, in some countries such as Finland there were not significant premium prices for organic foods (Tarkiainen and Sundqvist, 2005). As Roitner-Schobesberger et. al (2008) pointed out that despite the price difference of organic and non-organic food, nearly 60% of the organic buyers said that the price of organic products was not a problem. In addition, non-organic buyers ranked some other items as a causation of not purchasing organic food rather than higher prices.Chryssohoidis & Krystallis (2005) call fo red that while deoxycytidine monophosphate percent of populate would prefer organic to conventional products with the assumption of similar price, this percentages dropped by only 20 percent when the same question was posed regardless the higher price of organic food. In other words, higher price is an important impedimenta for a limited percentage of consumers. Roitner-Schobesberger et. al (2008) found out that in Bangkok men were more likely to purchase organic foods than women and cogitate that it expertness be due to the antecedent of men being get outing to pay a higher price premium for organic products than women.Similarly, a study in Klang Valey, Malaysia showed that women werre more likely than men to agree that they would purchase more organic foods if they were less expensive (Ahmed, 2010). Additionally, heavy(a) users were on average stage whereby they are go awaying to pay higher price premiums than medium and light users (Wier et. al, 2008). Environmentally fr iendliness of organic food Consumers are getting more conscious and concerned with the consumption of chemical substance used in farming and preserving environment is becoming a strong attitude among consumers.According to Tarkiainen and Sundqvist (2005), prejudiced norms effect on attitudes has been mainly found in behaviors, that involved some kindhearted of ethical decision, and overly buying organic food can be seen as ethical decision reflecting environmental concern. In addition, perceived spirit is associated with environmentally cordial practices (Ness et. al, 2009). The perception of organic food products as environmentally friendly was a vernacular intuition and has been examined in several studies (Ahmed, 2010 Honkanen et. al, 2006).It is believed that when the consumers have more concern slightly their wellness and environmental protection, they will be more likely to have a positive attitude to organic foods (Ness et. al, 2010). Honkanen et. al (2006) found that ecologically oriented consumers were more likely to form intentions to purchase and consume organic food. In other words, the more volume are concerned about environment, the more positive attitude they have towards organic food. Organic Food Availability neglect of organic food availability and renewing in store is considered as one of the barriers to consumer purchase.Fresh vegetables (which include fresh herbs) were considered the most widely available organic product group rather than other organic foods (Roitner-Schobesberger et. al, 2008). Chryssohoidis & Krystallis (2005) stated that limited availability was the main factor that hinders organic purchasing. Although according to Roitner-Schobesberger et. al (2008), in Thailand, majority of organic buyers were satisfactory with availability of organic products. nigh of them describe that they would like to buy more organic products, especially a wider range of vegetables. prize to the Customer.In every product that cons umer purchased and used, they in turn are expecting entertain from it. shelter can be defined as a benefit that consumer is receiving by victimization a product. Benefits here mean sensory appeal of the product, appreciation, fun, freshness, quality and wellnessiness of the products. These are some main reasons that encouraged consumer to purchase the organic food. The value may parti-color from one consumer to another however there will definitely be one value that effect the buying attitude which motivate the buying intention of consumers. health Effect of Organic FoodSeveral perceptions contributed to health attribute include the reason of being good for health, good for children, not containing pesticides, high in fiber, indwelling and nutritious and safer to eat (Roitner-Schobesberger, et. al, 2008 Saher et. al 2006 Lockie et. al, 2002 Ness et. al, 2009). The perceived potential hazards of modern agricultural practices such as the use of pesticides and their proportions in food were perceived to be associated with long term and unknown effects on health (Miles and Frewer, 2001Wilkins & Hillers, 1994 Williams & Hammit, 2001).Saher et. al (2006) revealed that there is very fine scientific support for the common beliefs that organic food would be more rosy or nutritious than regular foods, but the belief that they have these properties remains instead strong in consumers mindset. The claim is debatable whether marketers can use the health claim for marketing purposes because most of the research concluded that there was no take the stand that organic food was healthier or more nutritious than conventional food (Honkanen et. al, 2006).However, most studies in this area suggested that consumers perception of organic food as a healthy nutrition is one the most significant causations for buyers. Lockie et al. (2002) pointed out that health was the one aspect consumers are to the lowest degree willing to compromise. Roitner-Schobesberger et. al (20 08) in Bangkok, Thailand, examined the motives substructure organic food purchase and pointed out that the most important motive was the pass judgment positive health effects. Similarly in Malaysia, organic buyers believed that organic food was healthier compared to conventional grown food (Ahmed, 2010).In Thailand, the health aspect was closely associated with the residues from artificial chemicals used in agriculture (Roitner-Schobesberger et. al, 2008). In fact, organic products often have a lower level of pesticide residues (Baker et al. , 2002). Lockie et. al (2002) revealed that although price was an important factor, organic consumers consider health has appeared as a more significant factor for purchasing organic food in Australia. These organic food consumers too believed that industrial manners of food affect make water a threat to customers health.Another research by Schifferstein & Oude Ophuis (1997) illustrated that offbeat was rated among all other motives by o rganic food buyers. On the other hand, Tarkiainen and Sundqvist (2005) by examining specific organic products (bread and flour) claimed that health disposition did not explained the general attitudes towards organic food, although they believed this results might be different by examining different organic products. Sensory Appeals Sensory appeals of organic food are part of the factors that fork overs value to customer.Sensory appeals include the degustation, odor and to a fault the texture of the organic product (Prescott et. al, 2002). sometimes sensory appeals of the organic food command to be combined with the non-sensory factors such as organic food related expectations to bring on a value to customer which will affect their attitude towards buying organic food (Prescott et. al, 2002). Sensory factors are excessively influenced by cultures and background of consumers. For example, consumers from Western countries eat less spicy food compared to those from Asia. low organ ic food might produce high value to consumers in Asian countries compared to Western. Intrinsic cues or sensory appeal that are associated with physical characteristics of the product such as taste, size, color, appearance, smell, feel and flavor were unremarkably used as indicators of quality on the organic food (Schifferstein et. al,1997). choice is also value that consumers experiencing by consuming an organic food. Better sensory appeal of organic food will portray a smash quality which will influence the attitude of purchasing an organic food and later on increase the intention of buying the organic food.One of the most bounteous sensory appeals that yield more value to consumer is taste. According to Roitner-Schobesbergeris et. al (2008), taste was the leash important motives that consumers purchase organic food (Roitner-Schobesbergeris et. al, 2008). Others studies also emphasized that many organic food buyers believed that organic food products taste better than conven tional food even if sensory evaluations have yielded inconsistent results (Fillion and Arazi,2002 McEachern and McClean,2002 Zhao et al. ,2007). perceived Value.One of the studies conducted in eight countries concluded that separate attitudes towards buying organic food are primarily based on the belief about the benefits (Thogersen, 2000). Benefits or value to consumers such as healthy, taste better and environment friendly supersede all the other factors such as belief about the cost. The same proven in one of the study conducted in Klang Valley. Most of the responders reported that they choose to buy organic food products because they perceived organic food as very healthy, fresher and natural (Bayaah Ahmad et.all, 2010).As such, value of organic food towards customers effect their attitudes towards buying which will motivates their intention of purchasing the organic product. Consumers also value organic food as nutritionary food since it is produced using traditional method whereby the original nutrition from the food is preserved. feed belief was one of the reasons that made battalion appeared to have different food styles and often express themselves as having food venturesomeness or pickiness (Chen, 2007).Organic food adds value to consumers who has such belief and it will influence their intention of consuming it by affecting the buying behavior. Besides, Chen (2007) points out that an individuals personal interests or traits act a part in establishing personal food choice criteria through the value held by the individual. These set comprise nutrition beliefs, weight control concerns, and so on. For instance, people seem to have different food-styles and often express themselves as having food adventurousness or pickiness.Another important motive to purchase organic food as reported by Roitner-Schobesbergeris et. al (2008) is the consumers search for new, trendy and attractive food products. Attitudes towards Organic food and Intention to pur chase Basically, consumer attitudes are found to be the most important predictor of intention to buy (Honkanen et. al, 2006). Several studies have found that higher perceived product quality leads to more positive re-purchase intentions (Bou-Llusar et. al, 2001 Hult, & Kandemir 2004 Tarkiainen & Sundqvist, 2005).Chen (7007) highlighted that if the consumers attitude towards organic foods is positive, the consumers attitude to purchase organic food will be more likely to be positive. This is also consistent with another study performed by Honkanen et. al (2006) indicating that relation between attitude and intention is positive and quite strong, indicating that consumers with positive attitudes towards consumption of organic food are more likely to form intentions to consume such food, therefore converting positive attitudes to intentions. methodological analysis divinatory Research Framework pic Figure1.Theoretical Research Framework scheme knowledge Hypothesis 1 in that respect is a consanguinity between demographic characteristics of consumers and their attitudes towards organic foods. Hypothesis 2 There is a relationship between organic food attributes and consumers attitudes towards the organic food. Hypothesis 3 There is a positive relationship between values of organic food to customer with attitudes towards buying organic foods. Hypothesis 4 When the consumers attitude towards organic foods is positive, the consumers intentions to purchase organic foods will be more likely to be positive. Research Design.The questionnaires are only designed in English since the respondents are sham to be relatively high amend they will be able to final result the questions without any difficulties. what is more it will patron to keep the original meaning and intellectual that respondents perceived to have towards the questions. Types of questions in questionnaires are mostly closed ended question and only two open ended question. This will only consume weeny time for the respondent to complete the questionnaire which will encourage them to participate in this study. There are triple main categories in the prepared questionnaires.The questions in the offshoot kinsfolk are more towards understanding demographic details of the respondent such as on the age, income level, ethnicity, religion and educational level. This is reusable to confirm the background of the organic food consumers. There are also questions on the product attributes which the respondents are asked to identify what are the main attributes that attract the purchase and also to determine whether this factor have a positive effect towards consumer attitude on organic food. Last part in the questionnaires is designed to understand the value of organic food to customers.All these questions are to raveling four hypotheses of this study. entropy Collection The target macrocosm consists of organic food buyers in Peninsula Malaysia. In order to carry out the sampling Pen insula Malaysia is divided in to 3 major fields namely nothern, Central and gray region. no(prenominal)thern region will be represented by Penang, Central region will be Klang Valley and southern region of Peninsula Malaysia is represented by Johor Bahru. These leash areas are chosen based on the economic development and availability of the organic products.From all(prenominal) region shopping complexes and supermarkets that provide organic products are determine. By using random sampling, three shopping complexes and supermarkets in urban areas are selected. Since target respondent with higher educational level and purchasing power are scattered slightly these urban areas, these will be perfect places to conduct this research. Those three supermarkets and shopping complexes are ensured to be far from each other so that the calm ingests will be more accurate in representing the population in each region.Total sample size comprises of 540 individual respondents is cumulate ed using convenience sampling and respondents will be approached randomly. Since this study is conducted in large exceed, expedient sampling will be more cost effective compared to other types of sampling. Furthermore conducting other types of sampling will be time consuming and the accuracy of the imperturbable samples to represent the actual population will be questionable. In order to collect the info, 60 self-administered consumer questionnaire surveys are distributed in each shopping complexes which will result in 180 questionnaires from each region.Considering the validity of the selective information, we are expecting a total of about d questionnaires to be usable in the later part of data analysis. Although there is no way of knowing if those included are representative of the overall population, the survey is still expected to give a first overview of relevant issues and to allow to derive insights into the perception of organic food buyers in Peninsula Malaysia. Data Analysis After data is collected, data will be edited and coded. modify data is very essential part of data analysis especially when researches involve open ended questions.Editing is make immediately after data is collected so that the respondent can be contacted if any clarification needed. The edited data are identified through employment of different fond and colors. Coding is make before data processing is conducted. Since most of the data collected involve ordinal number scale, coding becomes prudent. By doing this data accurately keyed in and avoid hurt interpretation of data. Base on the three sections in the questionnaire, data is also coded in three main groups. Data processing is make using a software package program called SPSS version 17.First of all the edited and coded data is checked and scanned through. wrong entered and coded data will be identified using the software through methods like identification of the maximum value. Values like variance, standard deviation, mean and range are used to understand the effectiveness of the questions asked in the questionnaire and how respondents reacted to the questions. The reliability and validity test is done to check the credibility of the data. The reliability test also conducted to test the relationship of the variables through the reliability coefficient.Validity test is done to assess all three factorial validity, convergent validity and also discriminant validity. References Ahmed, S. N. 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