Consumer attitude and purchase intention towards organic food in Muar, Johor

Abstract

A' study of consumer attitude and purchase intention towards organic food has been carried out in Muar, Johor, Malaysia. Nowadays, there has been a significant increase in the interest of organic food.Similarly, the organic food market has become one of the rapidly growing sectors of most developed agricultural economies around the world including Malaysia. This phenomenon occurs because of consumer's increasingawareness towards the important of enjoying a healthy and safe food which are free from pesticides and toxins in life. This study aims to understand, to learn and to improve knowledge of consumer attitude towards organic food which in tum influencing purchase intention. A total of 113 samples are collected and the datawere analyzed by using SPSS 16(mean, standard deviation, frequency, independentsamples t-test,correlation and multiple linear regression test).