Factors Influencing Intention to Consume Organic Food among Young Adults in Malaysia

Abstract

Malaysia was exposed to organic food as the country's growth changed. Even though it is still relatively new, it has garnered a positive reception. The current study, in this regard, intends to investigate young adults' intentions toward consuming organic food in Malaysia. The study uses the Theory of Planned Behavior (TPB) as a theoretical framework an expands on it by including two new components, health consciousness and environmental concern. Using an online survey, google forms, and the judgmental sampling approach, 324 valid responses were obtained. Partial Least Squares Structural Equation Modelling (PLSSEM) was used to examine the data. In findings, TPB was found to be beneficial in predicting young individuals' intentions to consume organic foods. The outcome also validated and increased the prediction value of the suggested model. Finally, the consequences for policymakers and future research directions have been highlighted.