Consumer awareness and attitude toward organic foods among adults in northern part of peninsular Malaysia

Choy, Hsiu Mun (2009) Consumer awareness and attitude toward organic foods among adults in northern part of peninsular Malaysia. Universiti Malaysia Sabah. (Unpublished)


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This study aims to determine consumer awareness and attitude towards organic foods in the Northern part of Peninsular Malaysia. A standard set of questionnaire were administered randomly to 384 adults at selected study sites. Respondents were interviewed face to face after their consent to participate. Language used during interview session is dependent on comfort of the respondents. Collected data were computed using SPSS and were analyzed using Chi-square test, Fisher's exact test and principal component analysis (PCA). Results indicate high awareness on organic food where 344 (89.6%) of the respondents have actually heard of these products. Most respondents perceived organic food as food without artificial farming inputs 282 (76.2%). Results generated using PCA indicate three types of respondents, those who viewed organic food as food without technological modification, explained by total shared variance of (PC1) 27.4%, food produced environmentally friendly (PC2, 21.0%) and food without artificial farming input (PO, 15.2%). Females assembled most of the organic food purchase and consumption among the 192 (55.8%) organic food users (x2=6.668, df=1, p<0.05). Nevertheless, majority of them include less 10% of the organic food in their daily meal 100 (52.1%). PCA derivation indicating respondents' characteristic in favoring organic foods with total variance of 63.6% and factor loadings more than 0.5 produced two components, describing those who are health conscious (PC1, 38.1%) and environmentally friendly along with concern on gene alteration (PC2, 22.3%). On the other hand, the main reasons of not consuming organic foods are limited availability which contributed 28.3% of the variance, followed lack of uniqueness of organic food (PC2, 21.6%) and lack of trust on organic food certification (PC3, 17.4%). It is evident that most of the purchases are limited to fruits and vegetables and are mainly made by those with higher household income, ranging from RM5001-RM7,000 and higher (x2=14.235, df=5, p<0.05). More vegetarians are inclined to consume or purchase organic food as well (x2=5.060, df=1, p<0.05). However, there is no sufficient evidence to claim that respondents with children tend to consume or purchase organic food (x2=1.029, df=4, p>0.05). As for those who have not heard of organic food, it happens that 32 (80.0%) of them are motivated to buy organic food in future with a higher price. Most of them are willing to pay up to 25% more on organic food 23 (57.5%). "Malaysian Organic SCheme" was found to be the most recognized logo on organic foods, though the percentage is not evident (35.5%), mostly those with tertiary education (x2=228.492, df=5, p<0.05). Government probably play some role to increase organiC food awareness on local organic production standards among public as most of the respondents do think that government regulation reflects what is best for them 255 (66.4%), though certain degree of doubts still exist regarding food safety regulations in the country. Moreover, certified organic food appeared to be the most appealing way to identify authenticity of organic foods among the respondents 274 (79.7%). As a conclusion, although awareness on organic food is high, the purchasing power remains low. This may due to doubts had on genuineness of organic food products where respondents may be unsure of the sources of ideas they had on organic food.

Item Type: Academic Exercise
Uncontrolled Keywords: organic food, consumer awareness, attitude, adult
Subjects: T Technology > TX Home economics > TX1-1110 Home economics > TX341-641 Nutrition. Foods and food supply
Divisions: SCHOOL > School of Food Science and Nutrition
Date Deposited: 20 Jun 2013 11:27
Last Modified: 23 Oct 2017 12:48

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