Factors influencing consumers' purchase intention towards apple cider vinegar

Abstract

Apple cider vinegar has generated a great discussion and several studies were carried out in recent years. In order to increase the knowledge and market of apple cider vinegar, it is necessary to investigate the important factors influencing consumers purchase intention towards apple cider vinegar. The objectives of this research were to determine the most significant factor that perceived to be important in purchasing apple cider vinegar, to compare mean difference of purchase intention and demographic profile and experience towards apple cider vinegar, to determine the relationship of health consciousness, weight loss, perceived value and food safety concern with purchase intention towards apple cider vinegar and to determine the most significant factor in influencing consumers' purchase intention towards apple cider vinegar.