Consumer perception towards safety and quality of unprocessed organic food

Tan, Siew Woon (2013) Consumer perception towards safety and quality of unprocessed organic food. Universiti Malaysia Sabah. (Unpublished)


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This study aims to determine the consumer perception towards safety and quality of unprocessed organic food. A total of 400 respondents were selected randomly from two metropolitan areas, Klang Valley and Kota Kinabalu. The respondents were interviewed face-to-face using a verified questionnaire. Majority of the respondents (68.0%) perceived organic foods are safer and of better quality than their non-organic counterparts. Only some of the respondents (13.0%) perceived organic food are not much safer than conventional counterparts as they were concerned with the contamination of organic food by the environmental pollutants and bacteria from organic fertilizer. Seventy percent respondents distrust the integrity of organic food. Significant association (p<0.05) was found between gender, age, marital status and income with consumer trust on organically grown foods in which young, single female with lower income groups are the most prevailing. More information about the organic agriculture production and certification and strict organic labeling and certification by authorized certification bodies or government is needed to build up consumer trust. Most of the respondents consumed organic food; with more than half of them consumed occasionally, while only 23.5% consumed at least once in a week. Principal component analysis demonstrated that consumer purchase intention is influenced by three main components including naturalness and freshness of organic food, health concern and environmental awareness. Higher price, doubt on the integrity of organic food and low availability of organic food are the major hindrances in purchasing organic food. Especially in Kota Kinabalu, 41.8% of the respondents facing the problem of low availability as compared to Klang Valley (25.7%). The percentage of premium that can be accepted is between 1-20%. In conclusion, most of the consumers have positive perceptions towards the safety and quality of organic food. However, more information on organic product should be provided to increase their knowledge and develop consumer trust towards organic food which can lead to an increase in organic food consumption.

Item Type: Academic Exercise
Uncontrolled Keywords: consumer perception, safety, quality, unprocessed organic food, organic product, environmental awareness
Subjects: T Technology > TX Home economics > Nutrition. Foods and food supply
Divisions: SCHOOL > School of Food Science and Nutrition
Depositing User: Unnamed user with email
Date Deposited: 17 Mar 2015 06:47
Last Modified: 24 Oct 2017 06:56

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