Consumers’ Perceptions Towards Purchasing Organic Food in Klang Valley, Malaysia

Abstract

Organic food in Malaysia remains a specialized market, despite its global growth driven by health, safety and environmental benefits. This industry is expanding rapidly, fueled by growing consumer awareness of wellness and environmental sustainability. It has developed into a promising sector with considerable revenue and strong growth potential. This study aims to examine consumers’ perceptions of purchasing organic food in Klang Valley, Malaysia. Data were collected from 201 respondents through convenience sampling, targeting both mall shoppers and online consumers in Klang Valley. The research focused on four independent variables: organic food accessibility, green advocacy, social norms and organic food production. Factor analysis revealed that all four variables have an underlying relationship with consumers’ perceptions of purchasing organic food. Among these variables, green advocacy was identified as the most significant factor influencing consumers' perceptions. In contrast, organic food production showed no significant relationship in determining factors affecting consumers' perceptions of purchasing organic food. This indicates that while consumers value green practices, the production aspect may not be a decisive factor for their purchasing decisions. The study's findings provide crucial insights for marketers and producers of organic food. By understanding consumer perceptions, they can develop targeted strategies to engage with their audience more effectively. Nonverbal communication methods, such as promoting sustainable practices and emphasizing health benefits, can play a critical role in connecting with consumers. These findings also encourage producers to align their marketing strategies with the factors that matter most to consumers, helping to promote the growth of the organic food market in Malaysia further.