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Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia

Although certain insights have been gained from past studies on the factors influencing consumers’ purchasing intention towards organic food, not much effort have been made to understand their purchasing intention towards organic rice. This study aimed to explore the factors influencing consumers’ i...

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Main Authors: Ibitoye, Olusola Olugbenga, Mohd Nawi, Nolila, Man, Norsida, Kamarulzaman, Nitty Hirawaty
Format: Article
Language:English
Published: IDOSI Publications 2014
Online Access:http://psasir.upm.edu.my/id/eprint/37632/1/Factors%20influencing%20consumers%27%20purchasing%20behaviour%20towards%20organic%20rice%20in%20Malaysia.pdf
http://psasir.upm.edu.my/id/eprint/37632/
http://www.idosi.org/wasj/wasj32%284%292014.htm
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spelling my.upm.eprints.376322015-12-16T09:01:25Z http://psasir.upm.edu.my/id/eprint/37632/ Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia Ibitoye, Olusola Olugbenga Mohd Nawi, Nolila Man, Norsida Kamarulzaman, Nitty Hirawaty Although certain insights have been gained from past studies on the factors influencing consumers’ purchasing intention towards organic food, not much effort have been made to understand their purchasing intention towards organic rice. This study aimed to explore the factors influencing consumers’ intentions towards the purchase of organic rice. A structured questionnaire using 5-point Likert scales were administered to 334 randomly selected consumers. Data collected were analysed using descriptive analysis and exploratory factor analysis. The result showed health, food safety and environmental benefits as the most important factor influencing consumer’s preferences towards organic rice followed by the other three factors namely organizational interventions, market and packaging. This finding would help stakeholders in the organic rice industry to understand the underlying pattern of consumer behavioural intention and decision towards purchasing organic rice in Malaysia. IDOSI Publications 2014 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/37632/1/Factors%20influencing%20consumers%27%20purchasing%20behaviour%20towards%20organic%20rice%20in%20Malaysia.pdf Ibitoye, Olusola Olugbenga and Mohd Nawi, Nolila and Man, Norsida and Kamarulzaman, Nitty Hirawaty (2014) Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia. World Applied Sciences Journal, 32 (4). pp. 611-617. ISSN 1818-4952; ESSN: 1991-6426 http://www.idosi.org/wasj/wasj32%284%292014.htm
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 Although certain insights have been gained from past studies on the factors influencing consumers’ purchasing intention towards organic food, not much effort have been made to understand their purchasing intention towards organic rice. This study aimed to explore the factors influencing consumers’ intentions towards the purchase of organic rice. A structured questionnaire using 5-point Likert scales were administered to 334 randomly selected consumers. Data collected were analysed using descriptive analysis and exploratory factor analysis. The result showed health, food safety and environmental benefits as the most important factor influencing consumer’s preferences towards organic rice followed by the other three factors namely organizational interventions, market and packaging. This finding would help stakeholders in the organic rice industry to understand the underlying pattern of consumer behavioural intention and decision towards purchasing organic rice in Malaysia.
format Article
author Ibitoye, Olusola Olugbenga
Mohd Nawi, Nolila
Man, Norsida
Kamarulzaman, Nitty Hirawaty
spellingShingle Ibitoye, Olusola Olugbenga
Mohd Nawi, Nolila
Man, Norsida
Kamarulzaman, Nitty Hirawaty
Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia
author_facet Ibitoye, Olusola Olugbenga
Mohd Nawi, Nolila
Man, Norsida
Kamarulzaman, Nitty Hirawaty
author_sort Ibitoye, Olusola Olugbenga
title Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia
title_short Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia
title_full Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia
title_fullStr Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia
title_full_unstemmed Factors influencing consumers' purchasing behaviour towards organic rice in Malaysia
title_sort factors influencing consumers' purchasing behaviour towards organic rice in malaysia
publisher IDOSI Publications
publishDate 2014
url http://psasir.upm.edu.my/id/eprint/37632/1/Factors%20influencing%20consumers%27%20purchasing%20behaviour%20towards%20organic%20rice%20in%20Malaysia.pdf
http://psasir.upm.edu.my/id/eprint/37632/
http://www.idosi.org/wasj/wasj32%284%292014.htm
_version_ 1643832028831940608
score 13.211869

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