Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai
This paper examined organic food purchase intention among Malaysian grocery shoppers. Adopting the Theory of Planned Behaviour and Norm Activation Model, self-interest and pro-social factors were examined. Selfidentity was added to the framework as an additional variable in shaping the purchase inte...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Teknologi MARA Cawangan Sarawak
2019
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| Online Access: | https://ir.uitm.edu.my/id/eprint/32612/ |
| _version_ | 1848808069197201408 |
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| author | Phang, Ing@Grace Liew, Fung Chai |
| author_facet | Phang, Ing@Grace Liew, Fung Chai |
| author_sort | Phang, Ing@Grace |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | This paper examined organic food purchase intention among Malaysian grocery shoppers. Adopting the Theory of Planned Behaviour and Norm Activation Model, self-interest and pro-social factors were examined. Selfidentity was added to the framework as an additional variable in shaping the purchase intention of organic food and the mediating effects of the NAM were tested. A total of 131 valid responses were collected and analysed using SPSS v.24 and SmartPLS 3.0 software. The results indicated that purchases of grocery organic products are driven by both rational and emotional motives. There were significant impacts of perceived behavioural control, attitude, and personal norm on purchase intention of organic food. Interestingly, the results show that Malaysian shoppers did not use organic food as a mean to show socially desirable behaviours, but rather as a personal norm in which they were aware of the consequences and felt responsibilities to these negative consequences. |
| first_indexed | 2025-11-14T22:52:51Z |
| format | Article |
| id | uitm-32612 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T22:52:51Z |
| publishDate | 2019 |
| publisher | Universiti Teknologi MARA Cawangan Sarawak |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-326122022-08-26T09:12:44Z https://ir.uitm.edu.my/id/eprint/32612/ Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai ijsms Phang, Ing@Grace Liew, Fung Chai Marketing Purchasing. Selling. Sales personnel. Sales executives This paper examined organic food purchase intention among Malaysian grocery shoppers. Adopting the Theory of Planned Behaviour and Norm Activation Model, self-interest and pro-social factors were examined. Selfidentity was added to the framework as an additional variable in shaping the purchase intention of organic food and the mediating effects of the NAM were tested. A total of 131 valid responses were collected and analysed using SPSS v.24 and SmartPLS 3.0 software. The results indicated that purchases of grocery organic products are driven by both rational and emotional motives. There were significant impacts of perceived behavioural control, attitude, and personal norm on purchase intention of organic food. Interestingly, the results show that Malaysian shoppers did not use organic food as a mean to show socially desirable behaviours, but rather as a personal norm in which they were aware of the consequences and felt responsibilities to these negative consequences. Universiti Teknologi MARA Cawangan Sarawak 2019-09 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/32612/1/32612.pdf Phang, Ing@Grace and Liew, Fung Chai (2019) Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai. (2019) International Journal of Service Management and Sustainability (IJSMS) <https://ir.uitm.edu.my/view/publication/International_Journal_of_Service_Management_and_Sustainability_=28IJSMS=29.html>, 4 (2). pp. 1-30. ISSN 2550-1569 http://www.ijsmssarawak.com/ |
| spellingShingle | Marketing Purchasing. Selling. Sales personnel. Sales executives Phang, Ing@Grace Liew, Fung Chai Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai |
| title | Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai |
| title_full | Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai |
| title_fullStr | Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai |
| title_full_unstemmed | Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai |
| title_short | Rational or emotional? a study on organic grocery shopping/ Phang Ing @ Grace, Liew Fung Chai |
| title_sort | rational or emotional? a study on organic grocery shopping/ phang ing @ grace, liew fung chai |
| topic | Marketing Purchasing. Selling. Sales personnel. Sales executives |
| url | https://ir.uitm.edu.my/id/eprint/32612/ https://ir.uitm.edu.my/id/eprint/32612/ |