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Consumer Perception of Purchasing Organic Foods: A Case Study of Online Consumer Behavior

Consumer Perception of Purchasing Organic Foods: A Case Study of Online Consumer Behavior
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Author(s): Ernest K. S. Lim (Taylor's University, Malaysia)
Copyright: 2020
Pages: 10
Source title: Strategies and Tools for Managing Connected Consumers
Source Author(s)/Editor(s): Ree C. Ho (Taylor's University, Malaysia)
DOI: 10.4018/978-1-5225-9697-4.ch006

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Abstract

The aim of this study is to identify the consumer perception of buying the organic foods online in Malaysia. Consumer perception is typically affected by the variables such as purchase intention, price, health consciousness, organic certification and labeling, consumer knowledge, availability, and environmental concern. This study attempts to identify the relationship and linearity between the dependent and independent variables. Survey questionnaire was targeted to 200 online consumers aged between 18 to 65 years old who buy organic foods. The results indicate a significant positive relationship between price, health consciousness, organic certification and labeling, consumer knowledge, availability, and environmental concern and the purchase of organic food. It shows that purchase intention is linearly related to price, health consciousness, availability, and environmental concern.

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