Consumer Attitudes and Purchase Intentions in Relation to Organic Foods

4936 Words Apr 20th, 2010 20 Pages
Research Proposal

Consumer Attitudes and Purchase Intentions in Relation to Organic Foods in Peninsula Malaysia

Abstract

The aim of this study is to find out the three (3) significant variables forming the positive attitude towards the buying the organic food in Peninsula Malaysia, which eventually lead to the ultimate intention in buying the organically-produced food. The different variables are focused on demographic characteristics on household income, product attributes and lastly the perceived value to the customers. This study shows that the household income is seemingly appeared to be an important predictor among the targeted segmentation in consuming organic food. Organic food attributes such as pricing, availability and
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• How do demographic characteristics affect consumer attitudes towards organic foods? • How product attributes effect consumer attitudes towards organic foods? • How consumer perceived values influence consumer attitudes towards organic foods? • What is the relationship between consumers’ attitudes towards organic foods and their intentions to purchase?

• How can results of the study be applied by managers and marketers?

Research Objectives

Regarding to the significance of the growing market of organic foods in the world, and to the previous studies on consumer attitudes towards organic foods and its effects on purchase intentions in several countries (e.g. Taiwan, Thailand, United Kingdom, United States and Denmark) we intend to carry out such similar studies in Peninsula Malaysia with objectives as the following:

• To report the descriptive analysis on the organic buyers’ demographic characteristics

• To identify the effects of demographic characteristics (specifically level of households income) on consumer attitudes towards organic foods

• To determine effects of product attributes on consumer attitudes towards organic foods

• To investigate the relation of consumer perceived values to consumer attitudes towards organic foods

• To determine the relationship between consumers’ attitudes towards organic foods and their intentions to purchase

• To clarify implications for

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