ISSN: 2222-6990
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Organic food is said to have a positive impact on people's health and wholesome to the environment due to its ecological nature. However, there are challenges for organic food retailers in Malaysia to create a marketing strategy since the number of consumers of organic foods is quite low compared to other countries. This aims of this research is to study factors and sub-factors influencing consumer buying behaviour for organic food in Kuantan, Pahang to firmly grasp the nature of organic food business industry. To achieve such objective, Fuzzy Delphi Method has been utilised to analyse the five factors considered which are price, behavioural intention, subjective norm, attitude, and consumer knowledge. The findings shown that the most influential sub-factor affecting consumer purchasing behaviour towards organic food under behavioural intention was that people usually consider purchasing organic food that meets their taste, while for subjective norms, the concept of organically grown food is the most influential sub-factor. Furthermore, the reasonable price, familiarity with products and health and fitness reasons are the leading sub-factors for price, consumer knowledge and attitude factors, respectively.
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In-Text Citation: (Hamid et al., 2023)
To Cite this Article: Hamid, M. H. A., Ariffin, A. F., Azmi, M. K. A. M., & Yusri, M. Y. (2023). Factor Influencing Organic Food Buying Behaviour in Kuantan, Pahang: A Fuzzy Delphi Method. International Journal of Academic Research in Business and Social Sciences, 13(4), 1392 – 1403.
Copyright: © 2023 The Author(s)
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