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Assessing Environmental Concerns, Knowledge and Health Consciousness in Young Adults’ Organic Food Choices

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  • Nusrah Samat
  • Sakti Sethumadavan
  • Amily Fikry
  • Siti Fatimah Md Shariff
  • Noor Fzlinda Fabeil

Abstract

The trend towards buying organic food is declining among young adults, which raises concerns about factors influencing their purchasing behavior. This study investigates factors affecting young adults’ buying behavior of organic food products, including environmental concerns, knowledge, and health consciousness. Survey data was collected from 100 young adults in Selangor, Malaysia. Multiple regression analysis was conducted to analyze the data. The results showed that knowledge about organic food was the strongest predictor of young adults’ organic food purchasing behavior. In addition, concern for the environment had a significant positive influence on young adults’ organic food purchasing behavior, while health consciousness showed no significant influence. These findings offer practical implications for manufacturers: to provide clear product details that can enhance consumers’ knowledge and highlight environmental advantages in marketing strategies to encourage consumption. This study contributes to the literature by highlighting the value of environmental awareness and knowledge of organic food and shedding light on the minor influence of health awareness-a topic that has received less attention in other studies.

Suggested Citation

  • Nusrah Samat & Sakti Sethumadavan & Amily Fikry & Siti Fatimah Md Shariff & Noor Fzlinda Fabeil, 2024. "Assessing Environmental Concerns, Knowledge and Health Consciousness in Young Adults’ Organic Food Choices," Information Management and Business Review, AMH International, vol. 16(3), pages 98-106.
    • Handle: RePEc:rnd:arimbr:v:16:y:2024:i:3:p:98-106
    DOI: 10.22610/imbr.v16i3S(I)a.4123
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    References listed on IDEAS

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    1. V. Aslihan Nasir & Fahri Karakaya, 2014. "Underlying Motivations of Organic Food Purchase Intentions," Agribusiness, John Wiley & Sons, Ltd., vol. 30(3), pages 290-308, June.
    2. Jianming Wang & Thuy Linh Pham & Van Thac Dang, 2020. "Environmental Consciousness and Organic Food Purchase Intention: A Moderated Mediation Model of Perceived Food Quality and Price Sensitivity," IJERPH, MDPI, vol. 17(3), pages 1-18, January.
    3. Zhen Huang & Yi-Dan Zhu & Jia Deng & Cheng-Lu Wang, 2022. "Marketing Healthy Diets: The Impact of Health Consciousness on Chinese Consumers’ Food Choices," Sustainability, MDPI, vol. 14(4), pages 1-11, February.
    4. Veronica Marozzo & Alessandra Costa & Antonio Crupi & Tindara Abbate, 2023. "Decoding Asian consumers' willingness to pay for organic food product: a configurational-based approach," European Journal of Innovation Management, Emerald Group Publishing Limited, vol. 26(7), pages 353-384, May.
    5. Smith, Samantha & Paladino, Angela, 2010. "Eating clean and green? Investigating consumer motivations towards the purchase of organic food," Australasian marketing journal, Elsevier, vol. 18(2), pages 93-104.
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