Consumer’s Perception and Purchase Intentions Towards Organic Food Products: Exploring Attitude Among Academician

This study is attempted to gain knowledge about consumer attitude towards organic food products. With sample of 136 respondents consist of lecturers from Universiti Teknologi MARA (Northern Zone), the data obtained from the survey were analyzed with reliability test, correlation and regression analysis. Result from this study indicated that academician do aware of what is happening to surroundings with regards to environmental problems or ecological concern. The findings indicated that health consciousness factor have more impact on customer purchase intention of organic food products rather than the environmental concern. Environmental concern was found to have less impact because academician perceive that although they have knowledge towards environmental and ecological factors that can contribute to sustainable environment, however their current consumption pattern will not change their perception towards organic food product however good it is. Hence, this study is expected to provide understanding on the reasons of buying and would probably help marketers of organic food products to establish a proper communication message to different category of buyers who exhibit their interest towards organic food products. The limitation of this study is that the sample was restricted to a single geographic area in Malaysia. Future research should focus on extended scope to all states in Malaysia and further investigate the details of how consumer perceived the organic food products as a way for building sustainable consumption pattern. Keywords: Organic food products; Health consciousness; Environmental concern; Academician Résumé: Cette étude tente d'acquérir des connaissances sur l'attitude des consommateurs envers les produits alimentaires biologiques. L'échantillon se compose de 136 professeurs de l'Universiti Teknologi MARA (dans la zone du nord), et les données provenant de l'enquête ont été analysées par le test de fiabilité et l'analyse de corrélation et de régression. Le résultat de cette étude ont indiqué que les universitaires sont conscients de ce qui se passe dans l'entourage en ce qui concerne les problèmes environnementaux ou des préoccupations écologiques. Les résultats indiquent que le facteur de la conscience de la santé a plus d'impact sur l'intention d'achat des consommateurs de produits alimentaires biologiques que celui de l'environnement. La préoccupation environnementale a été trouvée d'avoir moins d'impact parce que les universitaires per oivent que même s'ils ont des connaissances concernant les facteurs environnementaux et écologique