Purchase intention for organic meat among consumers in Klang Valley, Malaysia
The purpose of the study was to investigate the factors that influence the consumers‘ purchase intention towards organic meat in Klang Valley based on the Theory of Planned Behaviour (TPB) and organic meat choice motives model. The data were collected by using convenience sampling in selected organi...
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| Format: | Thesis |
| Language: | English |
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2014
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| Online Access: | http://psasir.upm.edu.my/id/eprint/39598/ http://psasir.upm.edu.my/id/eprint/39598/1/FEM%202014%208RR.pdf |
| _version_ | 1848849186836971520 |
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| author | Wong, Soo Soon |
| author_facet | Wong, Soo Soon |
| author_sort | Wong, Soo Soon |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | The purpose of the study was to investigate the factors that influence the consumers‘ purchase intention towards organic meat in Klang Valley based on the Theory of Planned Behaviour (TPB) and organic meat choice motives model. The data were collected by using convenience sampling in selected organic food retail shops which were located in five different towns in Klang Valley, Malaysia. A total of 400 consumers responded to the survey and data were analyzed using Statistical Package for Social Science SPSS). Descriptive and inferential statistics were used to analyze the data. Slightly more females participated in this study (51.8%) compared to males (48.2%). The mean age of the respondents was 35.4 years old. Majority of the respondents were Chinese (49.8%), followed by Malays (42.2%) and Indians (8%). The findings showed that attitude towards organic meat (r=0.602, p<0.0001), subjective norm (r=0.653, p<0.0001) and perceived behavioural control (r=0.751, p<0.0001) had strong linear positive relationship with purchase intention of organic meat. All the variables of organic meat choice motives which were food safety, meat characteristic, health consciousness and price had moderate to strong positive correlation with rvalue ranges from 0.417 to 0.681 significant at p<0.0001.
Multiple regression analysis showed that perceived behavioural control, attitude towards organic meat, price and meat characteristic explained 67.6 percent of the
variance in intention to purchase organic meat. The study findings indicated that purchasing of organic meat could be increased by expanding the availability of organic meat retailers, that offer good quality organic meat which are reasonably priced, and along with nurturing positive attitude of consumers towards organic meat through appropriate educational programs and campaigns. |
| first_indexed | 2025-11-15T09:46:24Z |
| format | Thesis |
| id | upm-39598 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T09:46:24Z |
| publishDate | 2014 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-395982017-03-02T04:33:58Z http://psasir.upm.edu.my/id/eprint/39598/ Purchase intention for organic meat among consumers in Klang Valley, Malaysia Wong, Soo Soon The purpose of the study was to investigate the factors that influence the consumers‘ purchase intention towards organic meat in Klang Valley based on the Theory of Planned Behaviour (TPB) and organic meat choice motives model. The data were collected by using convenience sampling in selected organic food retail shops which were located in five different towns in Klang Valley, Malaysia. A total of 400 consumers responded to the survey and data were analyzed using Statistical Package for Social Science SPSS). Descriptive and inferential statistics were used to analyze the data. Slightly more females participated in this study (51.8%) compared to males (48.2%). The mean age of the respondents was 35.4 years old. Majority of the respondents were Chinese (49.8%), followed by Malays (42.2%) and Indians (8%). The findings showed that attitude towards organic meat (r=0.602, p<0.0001), subjective norm (r=0.653, p<0.0001) and perceived behavioural control (r=0.751, p<0.0001) had strong linear positive relationship with purchase intention of organic meat. All the variables of organic meat choice motives which were food safety, meat characteristic, health consciousness and price had moderate to strong positive correlation with rvalue ranges from 0.417 to 0.681 significant at p<0.0001. Multiple regression analysis showed that perceived behavioural control, attitude towards organic meat, price and meat characteristic explained 67.6 percent of the variance in intention to purchase organic meat. The study findings indicated that purchasing of organic meat could be increased by expanding the availability of organic meat retailers, that offer good quality organic meat which are reasonably priced, and along with nurturing positive attitude of consumers towards organic meat through appropriate educational programs and campaigns. 2014-02 Thesis NonPeerReviewed application/pdf en http://psasir.upm.edu.my/id/eprint/39598/1/FEM%202014%208RR.pdf Wong, Soo Soon (2014) Purchase intention for organic meat among consumers in Klang Valley, Malaysia. Masters thesis, Universiti Putra Malaysia. Consumer behavior - Malaysia Organic meat |
| spellingShingle | Consumer behavior - Malaysia Organic meat Wong, Soo Soon Purchase intention for organic meat among consumers in Klang Valley, Malaysia |
| title | Purchase intention for organic meat among consumers in Klang Valley, Malaysia |
| title_full | Purchase intention for organic meat among consumers in Klang Valley, Malaysia |
| title_fullStr | Purchase intention for organic meat among consumers in Klang Valley, Malaysia |
| title_full_unstemmed | Purchase intention for organic meat among consumers in Klang Valley, Malaysia |
| title_short | Purchase intention for organic meat among consumers in Klang Valley, Malaysia |
| title_sort | purchase intention for organic meat among consumers in klang valley, malaysia |
| topic | Consumer behavior - Malaysia Organic meat |
| url | http://psasir.upm.edu.my/id/eprint/39598/ http://psasir.upm.edu.my/id/eprint/39598/1/FEM%202014%208RR.pdf |