Purchase Intention Of Organic Food In Kedah, Malaysia

4088 words - 16 pages

International Journal of Marketing Studies www.ccsenet.org/ijms
Purchase Intention of Organic Food in Kedah, Malaysia;
A Religious Overview
Mohd Rizaimy Shaharudin
Faculty of Business Management, Universiti Teknologi MARA
P.O Box 187, 08400 Merbok, Kedah, Malaysia
Tel: 604-4562-162 E-mail: rizaimy@kedah.uitm.edu.my
Jacqueline Junika Pani
Kpg. Kebuaw, Batang Igan
96300, Dalat, Sarawak, Malaysia
Tel: 6019-5113-669 E-mail: jacquelinejunikapani@gmail.com
Suhardi Wan Mansor
Language Academy , Universiti Teknologi MARA
P.O Box 187, 08400 Merbok, Kedah, Malaysia
Tel: 604-4562-190 E-mail: suhardiwm@kedah.uitm.edu.my
Shamsul Jamel Elias
Faculty of Computer Science, Universiti Teknologi MARA
P.O Box 187, 08400 Merbok, Kedah, Malaysia
Tel: 604-4562-181 E-mail: shamsulje@kedah.uitm.edu.my
Daing Maruak Sadek
Centre for Islamic Thought and Understanding (CITU), Universiti Teknologi MARA
PO Box 187, 08400 Merbok, Kedah, Malaysia
Tel: 6013-7782-911 E-mail: daing729@kedah.uitm.edu.my
This study is about discoveries of the religious factor and its influence towards purchase intention of organic food
in Malaysia. Each religion teaches its followers to consume healthy food in their daily lives. Organic food is
commonly known for its healthier content without the use of pesticides, herbicides, inorganic fertilizers,
antibiotics and growth hormones. To a certain extent organic food is directly related to Halal, a preconditioned to
the Muslim to consume certain permitted foods and preparation, consistent with the Shariah requirements.
However, not every consumer view such circumstances as important though being encouraged by their religion to
consume such food in a way promoted by the organic foods. The research aims to identify the religious factor and
its impact towards the customer purchase intention in Malaysia. The findings of the study indicated that religious
factor was found to have less impact on customer purchase intention of organic food. This is because the
consumers could be looking on other vast factors such as perceived value and health consciousness in deciding to
purchase organic food products. They may perceive that the existing conventional foods are perfectly matched
with organic food and the consumers are fully confident that the foods are prepared in a way permitted by their
religion. The result has shown some differences with the previous literature which described that religious factor
plays one of the most influential roles in shaping food choice in certain countries of the world. Hence, this study is
expected to provide understanding to both the industry players as well as academicians on the factors that influence
Malaysian customer purchase intention towards organic food products as such phenomena might be different from

International Journal of Marketing Studies Vol. 2, No. 1; May 2010
one country to another. Future research should focus on a similar study with the extended scope to all states in
Malaysia so that the...

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