Predictor Factors Influencing Young Adults’ Purchase Intention of Organic Food in Kuala Lumpur, Malaysia

Kanesh Gopal, Song Bee Lian
Faculty of Accounting, Finance and Business / Tunku Abdul Rahman University of Management and Technology
School of Marketing and Management / Asia Pacific University of Technology and Innovation (APU)

DOI: https://doi.org/10.60016/majcafe.v32.15


Abstract

This study is conducted to further understand the various behaviors of young adult consumers when it comes to organic food purchases. The study utilizes the AMOS SEM (v.24) tool to capture the relationship between the independent variables (perceived behavioral control, attitude, and subjective norm) and the dependent variable (the purchase intention of young adults). Young adults shape a growing demography in the heart of the capital city of Kuala Lumpur. It is crucial for scholars to further understand their purchasing interest, especially concerning organic food. Convenience sampling was utilized in this study as it is a practical method to capture the views of young adults in urban areas. A total of 200 respondents were tested in this study. Data was collected in areas such as shopping malls and cafes as it is more populated with younger crowds. Responses were collected via a 5-scale Likert-based questionnaire with items adapted from various past literature, and internal consistency tabulated through Cronbach’s Alpha, Average Variance Extracted, and Composite Reliability. The hypotheses were further verified using Confirmatory Factor Analysis, revealing valid significance in the notion that subjective norm and perceived behavioral control do indeed influence young adults in their purchase intentions of organic food products. Based on the results achieved, these results imply that young adults still very much rely on their peers and filial support as well as a perceived internal emotional control over their spending choices to make decisions when buying organic food..

Keywords:  Organic food, young adults, purchase intention, Theory of Planned Behavior