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Can contract marketing motivate farmers to go organic? Measuring the moderation effect of contract marketing

The demand for organic food is growing in Malaysia due to consumer concerns for food safety, sustainable development and urban expansion. However, the share of farmers engaged in this type of agriculture in Malaysia is notably low with only 72 (0.02%) organic vegetable farmers out of a total of 272,...

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Main Authors: Rezai, Golnaz, Shamsudin, Mad Nasir, Mohamed, Zainal Abidin, Ting, Jenn Ling
Format: Article
Language:English
Published: Science Publications 2016
Online Access:http://psasir.upm.edu.my/id/eprint/47516/1/ajabssp.2016.29.34.pdf
http://psasir.upm.edu.my/id/eprint/47516/
http://thescipub.com/abstract/10.3844/ajabssp.2016.29.34
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spelling my.upm.eprints.475162016-05-20T03:55:13Z http://psasir.upm.edu.my/id/eprint/47516/ Can contract marketing motivate farmers to go organic? Measuring the moderation effect of contract marketing Rezai, Golnaz Shamsudin, Mad Nasir Mohamed, Zainal Abidin Ting, Jenn Ling The demand for organic food is growing in Malaysia due to consumer concerns for food safety, sustainable development and urban expansion. However, the share of farmers engaged in this type of agriculture in Malaysia is notably low with only 72 (0.02%) organic vegetable farmers out of a total of 272, 000 farmers in the country. Therefore, it is crucial to understand why the majority of the farmers do not practice organic farming and suggest possible solutions through contract marketing as a motivating tool to enhance their participation in organic farming. In this study, a total of 329 conventional vegetable farmers were selected and interviewed through multi-stage systematic random sampling method via a structured questionnaire. Factor analysis and hierarchical multiple regression analysis has revealed that there is a moderating role by contract marketing to strengthen the relationship between attitude and public farmers’ intention to practice organic farming. This study has identified contract marketing as a component which moderates the perceived behavioral control-intention to practice organic farming. Therefore, contract farming not only shapes the attitude of farmers but it also develops the control over the chain by channeling farmers’ products to the buyers. Science Publications 2016 Article PeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/47516/1/ajabssp.2016.29.34.pdf Rezai, Golnaz and Shamsudin, Mad Nasir and Mohamed, Zainal Abidin and Ting, Jenn Ling (2016) Can contract marketing motivate farmers to go organic? Measuring the moderation effect of contract marketing. American Journal of Agricultural and Biological Sciences, 11 (1). pp. 29-34. ISSN 1557-4989; ESSN: 1557-4997 http://thescipub.com/abstract/10.3844/ajabssp.2016.29.34 10.3844/ajabssp.2016.29.34
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 The demand for organic food is growing in Malaysia due to consumer concerns for food safety, sustainable development and urban expansion. However, the share of farmers engaged in this type of agriculture in Malaysia is notably low with only 72 (0.02%) organic vegetable farmers out of a total of 272, 000 farmers in the country. Therefore, it is crucial to understand why the majority of the farmers do not practice organic farming and suggest possible solutions through contract marketing as a motivating tool to enhance their participation in organic farming. In this study, a total of 329 conventional vegetable farmers were selected and interviewed through multi-stage systematic random sampling method via a structured questionnaire. Factor analysis and hierarchical multiple regression analysis has revealed that there is a moderating role by contract marketing to strengthen the relationship between attitude and public farmers’ intention to practice organic farming. This study has identified contract marketing as a component which moderates the perceived behavioral control-intention to practice organic farming. Therefore, contract farming not only shapes the attitude of farmers but it also develops the control over the chain by channeling farmers’ products to the buyers.
format Article
author Rezai, Golnaz
Shamsudin, Mad Nasir
Mohamed, Zainal Abidin
Ting, Jenn Ling
spellingShingle Rezai, Golnaz
Shamsudin, Mad Nasir
Mohamed, Zainal Abidin
Ting, Jenn Ling
Can contract marketing motivate farmers to go organic? Measuring the moderation effect of contract marketing
author_facet Rezai, Golnaz
Shamsudin, Mad Nasir
Mohamed, Zainal Abidin
Ting, Jenn Ling
author_sort Rezai, Golnaz
title Can contract marketing motivate farmers to go organic? Measuring the moderation effect of contract marketing
title_short Can contract marketing motivate farmers to go organic? Measuring the moderation effect of contract marketing
title_full Can contract marketing motivate farmers to go organic? Measuring the moderation effect of contract marketing
title_fullStr Can contract marketing motivate farmers to go organic? Measuring the moderation effect of contract marketing
title_full_unstemmed Can contract marketing motivate farmers to go organic? Measuring the moderation effect of contract marketing
title_sort can contract marketing motivate farmers to go organic? measuring the moderation effect of contract marketing
publisher Science Publications
publishDate 2016
url http://psasir.upm.edu.my/id/eprint/47516/1/ajabssp.2016.29.34.pdf
http://psasir.upm.edu.my/id/eprint/47516/
http://thescipub.com/abstract/10.3844/ajabssp.2016.29.34
_version_ 1643833901578190848
score 13.211869

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