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Exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among Malaysian adults

Interest in sustainability is on the rise worldwide, particularly within the food industry. This surge in interest has contributed to the growing popularity of organic food, as individuals perceive it to be advantageous for both environmental well-being and personal health. However, the consumption...

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Main Authors: Jaafar, Nur Aqilah Amalina, Sulaiman, Norhasmah, Zainal Badari, Shamsul Azahari, Sabran, Mohd Redzwan
Format: Article
Language:English
Published: Human Resource Management Academic Research Society 2023
Online Access:http://psasir.upm.edu.my/id/eprint/107851/1/exploring-contrasts-in-food-choice-motives-across-different-types-of-consumers-of-organic-food-a-pilot-study-among-malaysian-adults.pdf
http://psasir.upm.edu.my/id/eprint/107851/
https://hrmars.com/index.php/IJARBSS/article/view/18848/Exploring-Contrasts-in-Food-Choice-Motives-across-Different-Types-of-Consumers-of-Organic-Food-A-Pilot-Study-among-Malaysian-Adults
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spelling my.upm.eprints.1078512024-11-05T07:54:18Z http://psasir.upm.edu.my/id/eprint/107851/ Exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among Malaysian adults Jaafar, Nur Aqilah Amalina Sulaiman, Norhasmah Zainal Badari, Shamsul Azahari Sabran, Mohd Redzwan Interest in sustainability is on the rise worldwide, particularly within the food industry. This surge in interest has contributed to the growing popularity of organic food, as individuals perceive it to be advantageous for both environmental well-being and personal health. However, the consumption of organic food remains a niche practice, predominantly embraced by specific groups of people with personalized motives, particularly in developing nations. This study aims to address this issue by investigating the variations in food choice motives between regular organic food consumers and non-to-occasional organic food consumers among Malaysian adults. A total of 119 usable responses were collected through targeted online sampling, utilizing Facebook advertisements and a Google Form as the data collection tools for the study. The analysis yielded interesting findings, unveiling distinct prioritization of motives between the two consumer groups. Specifically, regular organic food consumers display greater concern for values such as risk and health factors, whereas non-to-occasional consumers prioritize practicality, placing emphasis on price and convenience. The findings of this preliminary study offer valuable insights for relevant stakeholders, enabling them to effectively support sustainability goals through food consumption. This involves a focus on the motivational factors that either encourage or hinder organic food consumption. Additionally, the study highlights the importance of understanding consumers' food choice motives in relation to their actual level of organic food consumption. Human Resource Management Academic Research Society 2023-10-10 Article PeerReviewed text en cc_by_4 http://psasir.upm.edu.my/id/eprint/107851/1/exploring-contrasts-in-food-choice-motives-across-different-types-of-consumers-of-organic-food-a-pilot-study-among-malaysian-adults.pdf Jaafar, Nur Aqilah Amalina and Sulaiman, Norhasmah and Zainal Badari, Shamsul Azahari and Sabran, Mohd Redzwan (2023) Exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among Malaysian adults. International Journal of Academic Research in Business and Social Sciences, 13 (10). pp. 503-516. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/18848/Exploring-Contrasts-in-Food-Choice-Motives-across-Different-Types-of-Consumers-of-Organic-Food-A-Pilot-Study-among-Malaysian-Adults 10.6007/ijarbss/v13-i10/18848
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
language English
description Interest in sustainability is on the rise worldwide, particularly within the food industry. This surge in interest has contributed to the growing popularity of organic food, as individuals perceive it to be advantageous for both environmental well-being and personal health. However, the consumption of organic food remains a niche practice, predominantly embraced by specific groups of people with personalized motives, particularly in developing nations. This study aims to address this issue by investigating the variations in food choice motives between regular organic food consumers and non-to-occasional organic food consumers among Malaysian adults. A total of 119 usable responses were collected through targeted online sampling, utilizing Facebook advertisements and a Google Form as the data collection tools for the study. The analysis yielded interesting findings, unveiling distinct prioritization of motives between the two consumer groups. Specifically, regular organic food consumers display greater concern for values such as risk and health factors, whereas non-to-occasional consumers prioritize practicality, placing emphasis on price and convenience. The findings of this preliminary study offer valuable insights for relevant stakeholders, enabling them to effectively support sustainability goals through food consumption. This involves a focus on the motivational factors that either encourage or hinder organic food consumption. Additionally, the study highlights the importance of understanding consumers' food choice motives in relation to their actual level of organic food consumption.
format Article
author Jaafar, Nur Aqilah Amalina
Sulaiman, Norhasmah
Zainal Badari, Shamsul Azahari
Sabran, Mohd Redzwan
spellingShingle Jaafar, Nur Aqilah Amalina
Sulaiman, Norhasmah
Zainal Badari, Shamsul Azahari
Sabran, Mohd Redzwan
Exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among Malaysian adults
author_facet Jaafar, Nur Aqilah Amalina
Sulaiman, Norhasmah
Zainal Badari, Shamsul Azahari
Sabran, Mohd Redzwan
author_sort Jaafar, Nur Aqilah Amalina
title Exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among Malaysian adults
title_short Exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among Malaysian adults
title_full Exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among Malaysian adults
title_fullStr Exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among Malaysian adults
title_full_unstemmed Exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among Malaysian adults
title_sort exploring contrasts in food choice motives across different types of consumers of organic food: a pilot study among malaysian adults
publisher Human Resource Management Academic Research Society
publishDate 2023
url http://psasir.upm.edu.my/id/eprint/107851/1/exploring-contrasts-in-food-choice-motives-across-different-types-of-consumers-of-organic-food-a-pilot-study-among-malaysian-adults.pdf
http://psasir.upm.edu.my/id/eprint/107851/
https://hrmars.com/index.php/IJARBSS/article/view/18848/Exploring-Contrasts-in-Food-Choice-Motives-across-Different-Types-of-Consumers-of-Organic-Food-A-Pilot-Study-among-Malaysian-Adults
_version_ 1814936566165929984
score 13.211869

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