Cover Image

What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness

Purpose: The purpose of this paper is to examine the factors that may affect consumer intention and behaviour to purchase organic food in a non-western context. Design/methodology/approach: Responses were obtained from 246 organic food consumers using judgemental sampling. Data were analysed using p...

Full description

Saved in:
Bibliographic Details
Main Authors: Saleki, Reza, Quoquab, Farzana, Mohammad, Jihad
Format: Article
Published: Emerald Group Publishing Ltd. 2019
Subjects:
T Technology (General)
Online Access:http://eprints.utm.my/id/eprint/89324/
http://dx.doi.org/10.1108/JADEE-02-2019-0018
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.utm.89324
record_format eprints
spelling my.utm.893242021-02-09T08:26:23Z http://eprints.utm.my/id/eprint/89324/ What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness Saleki, Reza Quoquab, Farzana Mohammad, Jihad T Technology (General) Purpose: The purpose of this paper is to examine the factors that may affect consumer intention and behaviour to purchase organic food in a non-western context. Design/methodology/approach: Responses were obtained from 246 organic food consumers using judgemental sampling. Data were analysed using partial least squares–structural equation modelling to examine the strength of the relationships among the constructs. Findings: The findings reveal that attitude, subjective norm (SN), perceived behavioural control, moral norm (MN), self-identity (SI) and environmental concern (EC) exert significant positive effect on purchase intention (PI). Furthermore, PI is found to mediate the relationship among attitude, SN, perceived behavioural control, MN, SI and EC with purchase behaviour (PB). Moreover, the findings indicate that price consciousness moderates the relationship between PI and PB. Research limitations/implications: The results of this study emphasised that marketers need to implement various marketing strategies including discount, advertisements and new product development to bring positive change in consumers’ intention and to attract them towards purchasing organic food. Moreover, marketers may take some initiatives to reduce the price of organic food through various strategies which eventually can reduce the cost of organic foods for local consumers. Originality/value: This study extends the theory of planned behaviour (TBP) by incorporating MN, SI and EC. The expanded theoretical framework improved the predictive ability of the TBP. Emerald Group Publishing Ltd. 2019-10 Article PeerReviewed Saleki, Reza and Quoquab, Farzana and Mohammad, Jihad (2019) What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness. Journal of Agribusiness in Developing and Emerging Economies, 9 (5). pp. 584-603. ISSN 2044-0839 http://dx.doi.org/10.1108/JADEE-02-2019-0018
institution Universiti Teknologi Malaysia
building UTM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Malaysia
content_source UTM Institutional Repository
url_provider http://eprints.utm.my/
topic T Technology (General)
spellingShingle T Technology (General)
Saleki, Reza
Quoquab, Farzana
Mohammad, Jihad
What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness
description Purpose: The purpose of this paper is to examine the factors that may affect consumer intention and behaviour to purchase organic food in a non-western context. Design/methodology/approach: Responses were obtained from 246 organic food consumers using judgemental sampling. Data were analysed using partial least squares–structural equation modelling to examine the strength of the relationships among the constructs. Findings: The findings reveal that attitude, subjective norm (SN), perceived behavioural control, moral norm (MN), self-identity (SI) and environmental concern (EC) exert significant positive effect on purchase intention (PI). Furthermore, PI is found to mediate the relationship among attitude, SN, perceived behavioural control, MN, SI and EC with purchase behaviour (PB). Moreover, the findings indicate that price consciousness moderates the relationship between PI and PB. Research limitations/implications: The results of this study emphasised that marketers need to implement various marketing strategies including discount, advertisements and new product development to bring positive change in consumers’ intention and to attract them towards purchasing organic food. Moreover, marketers may take some initiatives to reduce the price of organic food through various strategies which eventually can reduce the cost of organic foods for local consumers. Originality/value: This study extends the theory of planned behaviour (TBP) by incorporating MN, SI and EC. The expanded theoretical framework improved the predictive ability of the TBP.
format Article
author Saleki, Reza
Quoquab, Farzana
Mohammad, Jihad
author_facet Saleki, Reza
Quoquab, Farzana
Mohammad, Jihad
author_sort Saleki, Reza
title What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness
title_short What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness
title_full What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness
title_fullStr What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness
title_full_unstemmed What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness
title_sort what drives malaysian consumers’ organic food purchase intention? the role of moral norm, self-identity, environmental concern and price consciousness
publisher Emerald Group Publishing Ltd.
publishDate 2019
url http://eprints.utm.my/id/eprint/89324/
http://dx.doi.org/10.1108/JADEE-02-2019-0018
_version_ 1692991772072869888
score 13.211869

Similar Items