%0 Journal Article
%T Purchase Intention of Organic Food; Perceived Value Overview
%A Mohd Rizaimy Shaharudin
%A Jacqueline Junika Pani
%A Suhardi Wan Mansor
%A Shamsul Jamel Elias
%J Canadian Social Science
%D 2010
%I Canadian Academy of Oriental and Occidental Culture
%X Organic food consumption among consumers is becoming popular nowadays. The attitude has emerged in today¡¯s modern world due to the increased in awareness of the importance to maintain a healthy lifestyle by consuming foods without unsafe additives, preservatives, flavor and coloring. Organic food is produced without using most conventional pesticides; fertilizers made with synthetic ingredients or sewage sludge; bioengineering; or ionizing radiation, therefore promotes the healthy food characteristics. However, based on the reviewed of literatures, there were some inconsistencies in the previous research findings. In terms of perceived value towards organic food product, most of the research found positive and not less also discovered negative result mainly due the lack of some special value in the eyes of consumers. For instance, higher in price, not value for money, satisfied with the existing conventional food, doubts on the product guarantee and unclear declarations of the organic status. The research aims to identify the perceived value factor and its impact towards the customers¡¯ purchase intention in Malaysia. The findings of the study indicated that out of four factors, only perceived value and health consciousness influenced the customer purchase intention. However, food safety concern and religious factors were found to have less impact on customer purchase intention. The result has shown some similarities with the previous literature where perceived value was found to have significant impact towards the customers¡¯ willingness to purchase organic food products. Hence, this study is expected to provide understanding to both the industry players as well as academicians on the factors that influence Malaysian customer purchase intention towards organic food products as these phenomena might be different from one country to another. Future research should focus on the similar study with the extended scope to all states in Malaysia so that the findings could be compared and generalized to the entire population in Malaysia. Key words: Organic Food; Healthy; Perceived Value; Consumption, Purchase Intention R¨¦sum¨¦: La consommation des aliments biologiques est devenue de plus en plus populaire chez les consommateurs de nos jours. L'attitude est apparue dans le monde moderne en raison de l'augmentation de la conscience de l'importance de maintenir une vie saine en consommant des aliments sans additifs dangereux, sans conservateurs, sans ar mes et pigments. Les aliments biologiques sont produits sans utiliser les pesticides les plus classiques, les engrai
%U http://cscanada.net/index.php/css/article/view/1210