Purchase intention towards organic food among undergraduate students

Abstract

-Study examines factors influencing organic food purchase intention, precisely University Utara Malaysia students in organic food purchase. Planned Behaviour Theory model is widely used to predict user behaviour. Health awareness, environmental concerns, knowledge, and subjective norms are the variables involved to study purchase intentions to buy organic food. The targeted respondents selected for this study were 400 Bachelor Degree students. Questionnaire was designed and distributed to find the factors that influence purchase intention of organic food. All variables are found to be significant in this analysis.