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Mediating Effects of Intention On The Factors Affecting Organic Food Products Consumption Among Chinese Generation Y In Malaysia

Author

Listed:
  • Tan Poh Leong

    (Faculty of social science, arts, and humanities, Malaysia)

  • Laily Paim

    (Professor, Faculty of Human Ecology, Universiti Putra Malaysia, Malaysia Serdang, 43300, Malaysia , Malaysia)

Abstract

This study aimed to measure the effect of intention as a mediator in the relationship between internal factors and external factors on consumption. The factors were a) internal factors: knowledge, awareness, health consciousness, product attributes, environmental concern, and b) external factors: subjective norms, perceived behaviour control, and media and advertisement. From the review of literature, there were limited studies done on the mediating effect of intention on the relationship between (internal factor and external factors) and organic food product consumption among CGY in Malaysia. A total of 410 respondents completed the online questionnaires that evaluated the factors. Structural Equation Modelling was used as the main practical approach for data analysis. The results showed that intention was a full or a complete mediator between the six exogenous constructs; knowledge, health consciousness, product attributes, environmental concern, perceived behaviour, and media and advertisement, while it only acted as a partial mediator between subjective norm and consumption. However, the intention was not a full or a complete mediator between awareness and consumption. Eventually, the implications for theory improvement and practices were discussed.

Suggested Citation

  • Tan Poh Leong & Laily Paim, 2015. "Mediating Effects of Intention On The Factors Affecting Organic Food Products Consumption Among Chinese Generation Y In Malaysia," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 6(1), pages 1-19, February.
    • Handle: RePEc:aml:intbrm:v:6:y:2015:i:1:p:1-19
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    References listed on IDEAS

    as
    1. Zepeda, Lydia & Li, Jinghan, 2007. "Characteristics of Organic Food Shoppers," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 39(1), pages 1-12, April.
    2. Zepeda, Lydia & Li, Jinghan, 2007. "Characteristics of Organic Food Shoppers," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 39(1), pages 17-28, April.
    3. I. Vermeir & W. Verbeke, 2004. "Sustainable Food Consumption: Exploring The Consumer Attitude – Behaviour Gap," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 04/268, Ghent University, Faculty of Economics and Business Administration.
    4. Bellows Anne C. & Onyango Benjamin & Diamond Adam & Hallman William K, 2008. "Understanding Consumer Interest in Organics: Production Values vs. Purchasing Behavior," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 6(1), pages 1-31, May.
    5. May O. Lwin & Jerome D. Williams, 2003. "A Model Integrating the Multidimensional Developmental Theory of Privacy and Theory of Planned Behavior to Examine Fabrication of Information Online," Marketing Letters, Springer, vol. 14(4), pages 257-272, December.
    6. Bruno Larue & Gale E. West & Carole Gendron & Rémy Lambert, 2004. "Consumer response to functional foods produced by conventional, organic, or genetic manipulation," Agribusiness, John Wiley & Sons, Ltd., vol. 20(2), pages 155-166.
    7. Gotschi, Elisabeth & Vogel, Stefan & Lindenthal, Thomas, 2007. "High school students' attitudes and behaviour towards organic products: survey results from Vienna," Discussion Papers DP-27-2007, University of Natural Resources and Life Sciences, Vienna, Department of Economics and Social Sciences, Institute for Sustainable Economic Development.
    8. Weilbacher, William M., 2003. "How Advertising Affects Consumers," Journal of Advertising Research, Cambridge University Press, vol. 43(2), pages 230-234, June.
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    Citations

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    Cited by:

    1. Song Bee Lian & Meysam Safari & Shaheen Mansori, 2016. "The Marketing Stimuli Factors Influencing Consumers’ Attitudes to Purchase Organic Food," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(10), pages 109-109, September.
    2. Kuo Ming Chu, 2018. "Mediating Influences of Attitude on Internal and External Factors Influencing Consumers’ Intention to Purchase Organic Foods in China," Sustainability, MDPI, vol. 10(12), pages 1-15, December.

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    More about this item

    Keywords

    Organic Food; Intention; Consumer Behaviour.;
    All these keywords.

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

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