Consumers Purchase Intention towards Organic Food in Malaysia

The concerns and issues for the nutritional value and food protection for health care has become vital to consumers. Consumers purchasing intention is the most influential element to affect the buyers intention. The study aimed to determine and identify a significance relationship between four variables which were affordability, availability, past experiences and awareness and purchase intention toward organic food of the customers. The data was collected used quantitative method through structured questionnaires. The total of 310 respondents submitted their responses to the survey. The consumers of organic food in Klang Valley was selected as target population. The organic food shops included BMS organic, Country Farm, Just Life and more in Mid Valley, Kuala Lumpur had chosen as study location. The questionnaire and online web-based questionnaire was tool used for this survey. In this study, the data was collected from questionnaire and accessed the data by using SPSS program for independent variable interpretation. The result found that all three independent variables (affordability, past experience, availability) had positive relationship with dependent variables which was organic food purchase intention.