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Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach
This study examines the significant differences between the socio-demographic characteristics of Millennials in Malaysia and their intention to purchase organic food. In addition, the study also investigates the factors that influenced their purchase intention using a multi theoretical approach base...
Autores principales: | , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
MDPI
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9497781/ https://www.ncbi.nlm.nih.gov/pubmed/36140848 http://dx.doi.org/10.3390/foods11182721 |
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author | Tan, Booi Chen Pang, Suk Min Lau, Teck Chai |
author_facet | Tan, Booi Chen Pang, Suk Min Lau, Teck Chai |
author_sort | Tan, Booi Chen |
collection | PubMed |
description | This study examines the significant differences between the socio-demographic characteristics of Millennials in Malaysia and their intention to purchase organic food. In addition, the study also investigates the factors that influenced their purchase intention using a multi theoretical approach based on the Theory of Planned Behavior and Protection Motivation Theory. A questionnaire-based approach was applied. Data were collected via a face-to-face method at organic and non-organic food shops located in Klang Valley, Malaysia. SPSS and PLS-SEM were used to analyze 214 useable samples. The results from the independent sample T-test and ANOVA test showed that there were no significant differences between gender, age, marital status, educational level and ethnicity and intention to purchase organic food; while occupation, monthly income and prior purchase experience were found to have differences on this intention. In addition, a structural model was tested and revealed that response efficacy and attitude positively influenced organic food purchase intention; and attitude was the most important predictor of this intention. Knowing the influencing factors and differences of the target market from the socio-demographic characteristics will enable firms to create more specific selling points to market organic food to the right target markets, hence, contributing towards sustainability in the country. |
format | Online Article Text |
id | pubmed-9497781 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
spelling | pubmed-94977812022-09-23 Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach Tan, Booi Chen Pang, Suk Min Lau, Teck Chai Foods Article This study examines the significant differences between the socio-demographic characteristics of Millennials in Malaysia and their intention to purchase organic food. In addition, the study also investigates the factors that influenced their purchase intention using a multi theoretical approach based on the Theory of Planned Behavior and Protection Motivation Theory. A questionnaire-based approach was applied. Data were collected via a face-to-face method at organic and non-organic food shops located in Klang Valley, Malaysia. SPSS and PLS-SEM were used to analyze 214 useable samples. The results from the independent sample T-test and ANOVA test showed that there were no significant differences between gender, age, marital status, educational level and ethnicity and intention to purchase organic food; while occupation, monthly income and prior purchase experience were found to have differences on this intention. In addition, a structural model was tested and revealed that response efficacy and attitude positively influenced organic food purchase intention; and attitude was the most important predictor of this intention. Knowing the influencing factors and differences of the target market from the socio-demographic characteristics will enable firms to create more specific selling points to market organic food to the right target markets, hence, contributing towards sustainability in the country. MDPI 2022-09-06 /pmc/articles/PMC9497781/ /pubmed/36140848 http://dx.doi.org/10.3390/foods11182721 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). |
spellingShingle | Article Tan, Booi Chen Pang, Suk Min Lau, Teck Chai Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach |
title | Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach |
title_full | Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach |
title_fullStr | Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach |
title_full_unstemmed | Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach |
title_short | Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach |
title_sort | marketing organic food from millennials’ perspective: a multi-theoretical approach |
topic | Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9497781/ https://www.ncbi.nlm.nih.gov/pubmed/36140848 http://dx.doi.org/10.3390/foods11182721 |
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