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Organic Food Case Study

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Organic Food Case Study
Price perception
The price of organic food is involved as a factor for consideration to purchase organic food. Many consumers consider the price of organic food as a barrier for purchasing behaviour due to the higher price in comparison to the conventional product. There were some studied showed that non-organic consumer claimed that organic food was expensive. If the organic was cheaper then they will consider to purchase it. On the other hand, the high income earner mentioned that the high price of organic was not an influencing factor to either purchase or not purchase organic food (Gan et al. 2014, p. 20). Additionally, from the study about influencing factors effected on consumers’ purchase intention of organic food which carried out by …show more content…
2007, p. 248 f). Based on the theory of planned behavior (TPB), the individuals’ attitude is one of the key element to project the behavior. There were several studies determine consumer’s attitude in order to describe the consequent behaviour. For instance, the study of the influence of Malaysian’s attitude on the purchase intention of the green packaged food by Zakersalehi and Zakersalehi (2012, p. 45), they found that Malaysian had a different attitude of green packaged food and the attitude was a significant factor to predict Malaysian’s purchase intention toward green packaged food. In addition, young consumer’s attitude toward green food products had a significant effect on purchasing bahaviour (Erve 2013, p. 41). The attitude is one factor influence …show more content…
There were the results from several studies confirmed that subjective norm had a significantly effect on the intention to perform the behavior. As Erve (2013, p. 23) pointed out that subjective norm was one of the key factors influence green purchasing behaviour among young consumer. Moreover, the subjective norm had a significantly effect on consumer purchase intention of the green products among household shoppers from a transitional country in the Southeast Europe region (Ham et al. 2015, p. 738). Results from these studies mentioned above confirmed that subjective norm had significantly influence consumers' purchase intention and behaviour toward green food. Therefore, the hypothesis six was developed as
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