Consumers' perceptions, attitudes and purchasing patterns on organic foods

Wong , Lie Peng (2006) Consumers' perceptions, attitudes and purchasing patterns on organic foods. Universiti Malaysia Sabah. (Unpublished)

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The objectives of this study were to determine consumers' perception and behavior towards organic foods. Target respondents were consumers with purchasing power and those who are able to make the decision to purchase organic foods. Out of the 1013 consumers interviewed, 804 (79.4%) of them were aware of organic food. A majority of the respondents (47.1%) perceived organic foods as foods without pesticides, chemicals and additives. Various sources of information that respondents got to know about organic food such as the electronic media (20.5%), friends and family, (19.9%), education from school (18.2%). Only 35.3% of them were aware of the existence of a Malaysian organic certification logo. Hence respondents mainly assumed that an organic food with labeling (34%) was certified. More than half of the respondents (65%) purchased organic foods in the past 12 months. The main reason they purchased organic foods was the concern on personal and family health (50.2%) followed by no chemical or pesticides in organic foods (39.3%). However, from the total 524 organic foods buyers, 67% declared themselves as mixed consumption of organic and conventional foods. The main influencing factor in food selection for organic foods purchasers was nutritional value while for non-organic food purchasers, it was taste. The organic foods that respondents purchased the most were vegetables (90.5%) and fruits (60.7%). Respondents' household incomes had a Significant association with the percentage of their daily meal which consist organic foods (X2=27.660, df=12, p=0.006) and their monthly food expenses on organic foods (X2=37.243, df=12, p=0.000). About 29.6% respondents do not have a specific reason of not purchasing organic foods. Other barriers that restrict the respondents from purchasing organic foods were price, limited availability, not confident and not convenient. A total of 76.1% out of the non organic food purchasers intend to purchase organic foods mainly for a try (48.8%) and for their personal and family health (31.5%). The respondents'marital status (X2=65.175, df=12, p=0.000) and household income (X2=49.314, df=9, p=0.000) were significantly associated with the willingness to pay higher price for organic foods. Both organic and non-organic food purchasers perceived organic foods as worth the price with the reason that it is better for health. Respondents perceived organic foods as healthy and without chemical/ pesticides/ herbicides and their physical health was the major motivation to purchase organic foods.

Item Type: Academic Exercise
Uncontrolled Keywords: perception, attitude, purchasing pattern, organic food
Subjects: T Technology > TX Home economics > Nutrition. Foods and food supply
Divisions: SCHOOL > School of Food Science and Nutrition
Date Deposited: 07 Jun 2013 05:52
Last Modified: 07 Jun 2013 05:52

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