Consumers’ Knowledge, Perceived Quality, Trust of the myOrganic Logo, and Purchase Behaviour towards Organic Food in Malaysia
Song Bee Lian, Kanesh Gopal Rajadurai
Faculty of Business and Law, Taylor’s University
Abstract
This study investigates the consumers’ knowledge, perceived quality, and trust of the Malaysian Organic (myOrganic) certification logo and its influence on purchase intentions and actual purchase of organic food in Malaysia. Data from 390 organic food consumers were obtained through a survey conducted in Kuala Lumpur and Petaling Jaya, Malaysia. Structural Equation Modeling (SEM) was used to analyse the data and four hypotheses were tested. The results show that consumers’ knowledge, perceived quality, and trust of the myOrganic logo significantly influenced their purchase intentions of organic food. Subsequently, consumers’ purchase intentions are positively correlated to actual purchase of organic food. The contribution of this study is twofold. The findings of this study provide theoretical insights through development of the Hierarchy of Effect model. From the managerial perspective, more effective information campaigns and marketing strategies on myOrganic certification logo should be undertaken such as more diverse online communication channels, extensive display of the logo on organic food packages, and communicate organic food certification mechanism to the consumers to build a greater consumer trust on the product and logo.
Keywords: Organic food, Perceived quality, Purchase intentions, Trust
