Factor Influencing Organic Food Intention and Actual Purchase Behaviour among Malaysian Millennials

The organic food market sector has evolved from a small to a niche market all around the world, including Malaysia. However, in Malaysia, organic food markets are still in their infancy due to low market development. This demonstrates the urgent need to discover the key characteristics that impact organic food product purchase behaviours, particularly among millennials. A quantitative method was applied, and a survey was used as a research instrument. A total of 126 valid responses were received in Malaysia. Partial Least Squares-Structural Equation Modelling (PLS-SEM) through SmartPLS software was used in hypothesis testing. The analysis found a statistically significant relationship between subjective norms and purchase intention, which indirectly influences purchase behaviour. Interestingly, purchase intention was found to mediate the relationship between environmental awareness and purchase behaviour. This study could improve understanding and provide better ideas to be tested and replicated according to the trend. In addition, this study subsequently serves as a guide for marketers and organic food producers in connecting with their customers by considering the elements that affect Malaysian millennials purchase decisions and gaining a better knowledge of their attitudes towards organic foods.

Sustainable Consumption, Organic Food

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