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Factors Influencing Organic Food Purchase Decision

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dc.contributor.author Yeo, Sook Fern
dc.contributor.author Tan, Cheng Ling
dc.contributor.author Tseng, Ming-Lang
dc.contributor.author Tam, Steven
dc.contributor.author San, Weng Kuan
dc.date.accessioned 2023-06-07T05:09:24Z
dc.date.available 2023-06-07T05:09:24Z
dc.date.issued 22-01-21
dc.identifier.uri http://dspace.daffodilvarsity.edu.bd:8080/handle/123456789/10668
dc.description.abstract Purpose – In recent years, consumers today recognise organic foods as high-quality products which can benefit them in various aspects. The tendency to switch consumption behaviours from conventional to ecological food products or organic food has largely been due to the claims that organic crops are grown in ecofriendly and sustainable environments. Thus, the study highlighted unique results on young consumers’ purchasing intentions from a new perspective. The paper aims to investigate the factors influencing consumers’ purchase decision towards organic food, particularly amongst Generation Y consumers. Design/methodology/approach – The underlying fuzzy set theory is employed to handle the fuzziness of consumers’ perceptions since the attributes are usually expressed in linguistic preferences. Overall, the study focussed on five important aspects – health consciousness, environmental concern, social influencing and ethical concern – that also include twenty criteria that had been identified and introduced after a thorough review of related literature. Findings – The results reveal that the most important criteria in the selected firm are environment protection, chemical instrument, buying attitude and animal testing. In comparison, the cause group includes criteria such as environment protection, natural food and support for training programmes, whilst the effect group includes production practices, monitoring protections and ethically produced food. Research limitations/implications – The sample collection from the study focussed on Generation Y consumers who consume organic food in Malaysia. This could lead to the limitation towards external generalisability. The study will provide numerous advantages to the communities. The policy maker should develop a proper marketing strategy to promote organic food as food that is healthier, better in nutrition and safer for society. en_US
dc.language.iso en_US en_US
dc.publisher Scopus en_US
dc.subject Purchase Decision en_US
dc.subject Nutrition en_US
dc.title Factors Influencing Organic Food Purchase Decision en_US
dc.title.alternative Fuzzy Dematel Approach en_US
dc.type Article en_US

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