International Journal of Contemporary Business Studies Vol: 3, No: 5. May, 2012 ISSN 2156-7506 Available online at http://www.akpinsight.webs.com

Young Female Motivations for Purchase of Organic Food in Malaysia Jane See Siou Zhen INTI International University Faculty of Business, Communications and Law PersiaranPerdana BBN, Putra Nilai,71800 Nilai, Negeri Sembilan, Malaysia. ShaheenMansori (PhD-Marketing) INTI International University Faculty of Business, Communications and Law PersiaranPerdana BBN, Putra Nilai,71800 Nilai, Negeri Sembilan, Malaysia.

ABSTRACT Malaysia consumers have become more health conscious and consequently organic food consumption has increased recently. Even though the market of organic product is growing, still the demand on organic food is unstable at market place. This research studies the impact of factors that (4As: Acceptability, Affordability, Availability and Awareness and Consumer Innovativeness) might influence the consumer intense to purchase organic food.145 questionnaires were collection from the female participant age between 20-34 years old based on convenience sampling. The results have discovered that acceptability, affordability, and awareness are main important factors that can influence consumer purchase intention. These finding can be helpful for marketing managers in order to develop the most suitable strategy to gain higher level of market share. Key Words: Consumer Innovativeness, Acceptability, Affordability, Availability, Awareness, Organic Foods.

1. INTRODUCTION

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The development of agriculture was complemented with concern on food safety and human health from well-developed agriculture sector thus consumers become more health-conscious and the demand for organic food growths. Consequently, the demand for organic food is increasing determined by consumer’s awareness of the safety and quality of the organic food and by the environmentally friendly effect of organic agricultural performs (Vindigni, Janssen and Jager, 2002). Organic food is an improved

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quality of food without any hormones, antibiotics, poisons, genetically modified and irradiation(Betterdietislam.com, 2011). Hence, organic agriculture practices started designed to encourage soil and water conservation in order to reduce pollution and improve human health. The organic foods markets are expanding to globalization with annual growth rate of 15 to 30 percentages especially in Eupore countries, United States and Japan (Lohr, 2011). During 2010, the Nielsen Company conducted an international online survey to measure world’s assessment of healthy conscious and organic foods and discovered around 27,000 of consumers are come from different 55 markets, where are Europe, Asia Pacfic, North America, Latin America and Africa (Egypt, South Africa, Saudi Arabia and Pakistan). Malaysia is a vibrant country with moving constantly where from dependent on agro-based industry and now become export-based economy stimulate by advance technology, knowledge-based and capitalintensive industries. During year 2011the population growth rate is 1.576% with consist many types of ethnic group and the three main ethnic groups are Malay, Chinese and Indian. Malaysia food production is a significant component within the agriculture industry due to Malaysia is sufficient with tropical and agricultural resources. According to Malaysia Food and Drink Report Q1 2011 stated Malaysia Per Capita Food Consumption growth by 3.64% in 2010 to reach MYR1, 564, driven by economic recovery, hence reversing the economic recession during 2009. In this recent year, Malaysia begins to grow a huge quantity of fresh vegetables and fruits due to the local production are relatively low and fresher than imported products. Therefore, these amounts of local fresh vegetable and fruits become Asia-centric food of Malaysia. Additionally, consumers in Malaysia start becoming health conscious consumers and aware on their foods in daily life. Consequently, the consumption of fresh vegetable and fruits is increasing rapidly. Beside, most of Malaysians are becoming well educated on the way their eating can influence health and tend to be highly consumed on organic fruits and vegetables. In Malaysia food industry, health consciousness and organic food become new important trend in past decades year. However, this is not a popular trend in Malaysia and the market of organic products increasing rapidly as number of consumers willing to eat organic food for example, fresh fruits and vegetables in addition pay for premium price is increasing (Aryal, Chaudhary, Pandit and Sharma, 2009). According to Euromonitor International (2012) stated the demand on organic foods are low in Malaysia due to the price of organic foods are high and very expensive for most consumers in Malaysia. In addition, some of organic foods’ suppliers and farms are not certified by local or international organic foods certificate. For suppliers and farmers protected by organic food certification and they are complying with high price of standard of qualification. According to Fourth National Health and Morbidity Survey as in Euromonitor International (2012) discovered Non-communicable diseases (NCD) such as obesity, diabetes and hypertension was increasing to alarming level in Malaysia. From the survey found out around 7.5% of Malaysians consume on fruit and vegetables everyday which recommended by WHO. Besides, Malaysians obesity level also increasing to alarming level from 7.1% (2005) to 8.5% (2010) of Malaysians aged 15 years old and above (Euromonitor International data, 2012). In future, the number of chronic diseases for example diabetes, high blood pressure and heart or kidney problems will increase and become a gateway for the diseases. In Malaysia, the female population is 9,253,574 whichrange between above 15 to 64 years old (Malaysia Demographics Profile, 2012), and they are future wives and mothers; therefore they shops for foods and groceries which the products are benefits for their families’ health and they will always give the best to their babies and kids. Consequently, many researchers discovered that women are more consume on organic foods compared to men (Radman, 2005; Hofmann 2006, Fotopoulos et al., 2002, Zanoli et al., 2004, Davies et al., 1995 as in Becker 2007). Female consumers believe that family health is important and bring them to purchase more on organic food. As a result, organic foods are market opportunities to female consumers in the marketplace. Thus, this research reflect a better understand on female consumer purchase intention towards organic foods. Therefore, many researchers were done on factors influencing

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purchase intention and consumer behaviour on organic food. However, there are still less and far of research on understanding consumer perception and knowledge on organic food in different categories of adopters.

2. LITERATURE REVIEW 2.1 Diffusion of innovations Theory Innovation can be defined as any idea, object or practice that considered as novel by any groups of society (Roger, 1995; Mansori, 2010, Nezakati, Ali, Mansori, Ang, 2011). According to Schumpeter (1939); Tidd, Bessant and Pavitt (1997) as in Nezakati, et al., (2011) mentioned that innovation marketing idea where is a process of creation of new ideas into products. Diffusion of innovations theory have four fundamental theoretical elements of diffusion of innovation theory which assist marketers to analyse product information, characteristics of innovation and categories of adopters in order to classify potential consumers to adopting the novel product or organic food. Furthermore, innovation decision process is a very significant tool in the marketing communication field due to it can examine on minor level that who are the possible target audience or examine on major level that the company who are considering technology and economic development. 2.2 Theory of Planned Behaviour Personality trait and social attitude are referring to concepts of behavioral dispositions and played an important role to explain and foresee human behavior (Ajzen, 1988; Campbell, 1963; Sherman & Fazio, 1983 as in Ajzen, 1991). According to Ajzen (1991) interpret Theory of Planned Behaviour (TPB) is a theoretical model using measure of behavioural disposition and foresee behaviour in a brief examination of past efforts. It is important area in cognitive self-regulation. Furthermore, TPB used to examine human behavior where lead by three aspects; first aspect is behavioral belief define as beliefs towards expected consequences of behavior, second aspect is normative belief where define as belief towards normative expectations of others, and last aspect is control belief which is belief towards the existence of issues that can enable performance of behavior (Ajzen, 1991). TPB is a theory use to evaluate and foresee consumer actual behavior and consumer intention. The definition of individual’s intention is to capture the motivational factors that affect behavior and how tough individual ready to try so as to perform the particular behavior. TPB is an important theoretical method for researchers to investigate consumer intention to purchase organic food. In previous studies, there are not many researchers investigate consumer behavior on organic food by using TPB as theoretical method to discovered the result especially in Malaysia. Whereas, diffusion of innovation theory is another important theoretical method for market researchers to examine consumer intention to purchase organic food in different category of target audience. There are several studies about adoption and diffusion of innovations in food industry was discovered by researchers (Nezzakati, Ali, Mansori and Naghondari, 2011). As a result, TPB and diffusion of innovation theory is proper theoretical models to examine the consumer purchase intention and consumers’ willingness to try and practice the new product on organic food in Klang Valley, Malaysia. 2.3 Factors influence consumer purchase intention towards organic foods 2.3.1 Marketing Mix (4As) In general, marketers are using fundamental marketing mix (4Ps – Product, Price, Place and Promotion) to identify their marketing strategy in order to growing the market share (Ehmke, Dobbins, Gray, Boehlje and Miller, 2004 as in Nezakati, et al., 2011). Nevertheless, this marketing mix theory was not affective and accurate to apply in the marketing strategy. Consequently, in this study looks on new model of marketing mix, which is 4As: accessibility, acceptability, affordability and awareness in order to identify and evaluate the relationship between factors and consumers’ purchase intention towards organic foods.

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2.3.2 Acceptability Rajagopal (2005) justified that consumer value is an instrument to scale the long-term satisfaction and continuing tendency to purchase the product or services as well as he identify the consumer value can be measure on the viewed of product efficiency from consumer perspective for instance relative to output (quality, reliability, safety) that consumer receive from a product relative to inputs which is price and cost that consumer have to spend. Consumer value is assist marketers or organizations to examine the opportunities that consumer to become a repeat customer providing on-going business. Thus, organization analyse consumer value seek to strengthen a target market, study product performance and to advertise the product more successfully. By using TPB and diffusion of innovation theory as a method to examines customer value in organic food. From previous research implies that product acceptability have strong positive relationship with attitude towards behaviour and social norms in five categories of adopters. Consumer value assists marketers to discover the elements on acceptability in order to create positive attitude towards behaviours and motivate consumer to purchase organic food. In addition, subjective norms consider as an element that influence degree of acceptability in five segments of adopters due to individual intention to buy organic food will influences by other consumer’s perception or opinion on certain product features. Hypothesis 1: There is relationship between acceptability of organic food and consumer purchase intention. 2.3.4 Affordability There is a basic economic theoretical term about the supply and demand proposed that when the price goes down, consumer will adopt or purchase more and it is seek to create demand is increase (Casassus, Liu & Tang, 2009 as in Nezakati, et al. 2011). In academic, there are many researches were done many researches on consumer willingness to pay for organic food (Rodriguez, Lacaze&Lupin, 2007; Griffith &Nesheim, 2008). According to M.harris (2007) as in Ahmad &Juhdi (2010) there are possibly with considerable proof to support the increasing of environmental friendliness consumer behaviour is growing number of consumers who are willing to compensate more for eco-friendly product. Consumer attitude and consumer perception are interrelated to consumer’s willingness to pay for organic food. In the market place, the most of consumers are concern on the money spend on organic food’s value whether is worth or not. Furthermore, others consumer’s opinion may influence consumer willingness to purchase on organic food, especially amount they spend on due to most of customers are sensitive on money. Hence, degree of affordability is an element influence consumer intention to purchase in five group of customer. Hypothesis 2: There is relationship between affordability of organic food and consumer purchase intention. 2.3.5 Accessibility In order to distribute the products to reach to each customer, distribution channel is one of important tool in marketing concept. Anderson, Chatterjee and Lakshmanan (2003) as in Nezakati, et al. (2011) justify that organizations are need to discover substitute distribution tools to distribute the products and services to even the greatest isolated of groups. There are several studies acknowledged that lack of organic food availability in shops or in hypermarket’s store is considered as barriers to consumer obtain (Beardworth et.al., 2002; Davies, 1995; as in Ahmad &Juhdi, 2010). Even the customers have intention to purchase the organic food, but they cannot obtain the organic foods products in daily life. According to TPB, the attitude towards the consumer behaviour is referring to the consumer positive or negative perception about the specific product. In addition, perceived behavioural control where the consumer’s perception whether behaviour performance ease of difficult to obtain. The interaction between the five groups of customers with positive perception on product, high product accessibility or

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availability and without difficulty to obtain may determine to create high level of positive attitude towards purchase behaviour which is generating a result in massive intention to purchase eco-friendliness foods. Hypothesis 3: There is relationship between availability of organic food and consumer purchase intention 2.3.6 Awareness The meaning of awareness is consciousness. In term on marketing concept, awareness refers to consumer consciousness where purchaser’s knowledge of specific product and company, allows the consumers to obtain the greatest form what they purchase (Thomas, 2011). According to Kumar and Ali (2011) stated that awareness and knowledge has turn into a significant elements in consumer attitude and behaviour towards buying organic foods. Consumers have many choices to choose what they want based on what they understand and know on the specific product whether safety or nor. Raab and Grobe (2005) conclude their research and stated to maintaining good organic foods quality can emphasizing consumer opinion turn into positive view by supported with marketing campaigns in order to counter consumers with negative perceptions such as high price of organic food. Furthermore, several scholars discovered that product information is important element where consumers have clear information about the products or services, place to shop and originate a discussion with customers and answer to requests form consumer towards market information (Feick and Price 1987, as in Ahmad &Juhdi, 2010). Therefore, company need to make sure the intended consumers understand and interpret the messages in the right way through the complete communication delivered to the consumers. Hypothesis 4: There is relationship between availability of organic food and consumer purchase intention 2.3.7 Consumer Innovativeness According to Hirschman (1980) as in Dobre, Dragomir&Preda (2009) stated innovativeness is important concept to consumer behaviour, when consumers adopt new ideas, goods or services play an significant role of the concepts on relating to communication and preferences, brand loyalty, decision making. Hui, et al. (2004) stated the innovativeness is influenced by personality construct whether greater or lesser degree since all consumers are adopts a new product at a same time. Goldsmith (2001) as in Goldsmith and Flynn (2003) describes the consumer innovativeness is a consumer who are educated, slightly price insensitive and possible to be heavy consumers as well as willing to purchase and learn about novel product. Innovativeness is a different group of adopters that refer to responses to the novel products. Nevertheless, Clark and Watson (1995) as in Goldsmith, et al (2003) stated innovativeness can indicate at different levels of abstraction or breadth and generality or specificity. Therefore, Goldsmith, et al (2003) said the common innovation element is contained within theories of personality trait where describing broad feedback to the environment. As a result, Goldsmith, et al (2003) and several researchers discovered that there is a linkage between consumer innovativeness and consumer characteristic and purchase intention. Therefore, innovativeness is associated TPB’s determination which is consumer’s attitudes and consumption acts based on the social norms in five groups of consumers. Hypothesis 5: There is relationship between consumer innovativeness of organic food and consumer purchase intention.

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Proposed Theoretical Model

Product (4As) Acceptability

Affordability

Availability

Intention to Purchase

Awareness

Consumer Innovativeness

4. RESEARCH METHODOLOGY To analyze the outcome of the study, 5 Likert scale measurement will used in questionnaire design in order to test consumers’ perception for agreement or disagreement level in purchase intention towards organic foods influence by different variables (acceptability, affordability, accessibility, awareness and innovativeness). Besides, the questionnaire also designs to analyze consumers’ experience on marketing related activities in organic foods market. A simple size of 180were distributed to female respondents in Klang Valley area for the study. The convenience sampling is most economical and convenient to intercept people in shopping centers during conducting a survey or interview. The research has identified the target population as consumer who are generally purchase Fast-moving consumer goods (FMCG) and aged above 21 years old which refer to retail products are replaced in short period of days, weeks, and months. Normally, this group of consumers are considering as high consumer demand due to product depreciates promptly. Hence, the respondents are aiming from Klang Valley area because this region of respondents mostly has great recognition level than other regions in Malaysia.

5. RESULTS AND FINDINGS The questionnaires are distributed 180 copies to respondents in Kuala Lumpur, Sepang and Nilai public areas which is public transport hubs. Finally were, 159 completed questionnaire and fifteen (15) questionnaires had to be rejected due to there were too much on missing and inaccurate data, therefore the overall number of usable responses was 144. This study consists of 144 people of respondents which 80.6% of respondents’ age ranges from 21 to 30 whereas 19.4% of respondents come from age range 31 to 40. The result determines that number of FMCG buyers in ages range from 21 to 30 is higher than ages range from 31 to 40. There 83.3% of respondents are still single status and 16.7% of respondents are married status. Majority of respondents are Chinese respondents (52.8%) followed by Malay (30.6%), Indian (13.9%) and others races (2.8%) who are Kadazan, Dusun and others. Besides, majority of respondents come from high educated category which are bachelor degree (72.2%) master program and above (13.2%) and diploma (9%) However, only 5.6% of respondents had high school or equivalent. The

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result shows that majority of Malaysian are highly educated, still Malaysia is a developing country in Asia Pacific. Furthermore, most of the respondents are student and the income range is less than RM1000. For those respondents with high range of income (above RM1000) are working respondents. Figure 1: Common Marketing Communication Tools for Organic Foods

5.1 Descriptive analysis From Figure 1 shows the first five highest frequencies of organic foods are fruits and vegetables (72) followed by juice or drinks (41) wheat or rice (36), eggs (35) and bread (30) that usually consume by respondents. The least frequency of organic foods which less than 30 are can foods, supplements, meats, milk and others. From the result shows that the first five highest frequencies of organic foods are ready accepted by consumers in market place and it is accomplished the research objective four. Figure 2: Organic Foods that Buyers Usually Consume

Whereas, from the result (firgure2) the common marketing communication tools for organic food shows magazine (94), newspapers (67) and TV channels (47) are first three significant methods for organic foods. However, the number of frequency less than 45 are brochure, posters, videos, books, billboard, radio and others. This result has shown buyers are easily to get organic foods’ information through the magazine, newspaper and TV channels. 5.2 Validity Test and Reliability Test The factor loading is accepted at 0.45 due to the sample size of this research is 144 where in the range 150 sample size. From the table as above indicates that factor loading for each item is higher than 0.45 which in the range of 0.532 and 0.896. Besides, the result of cronbach’s alpha value of IVs (Acceptability,

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Affordability, Availability, Awareness and Consumer Innovativeness) and DV (purchase intention) is 0.596, 0.658, 0.571, 0.747, 0.528 and 0.851 correspondingly. The result shows that questionnaire of this research can consider as internal consistency.

Table 1: Summary Result of Validity Test and Cronbach’s Alpha Constructs Purchase Intention

Acceptability

Affordability

Availability

Awareness

Consumer Innovativeness

Measurement Items

Factor Loading

Cronbach’s Alpha

I would definitely have no doubt buying organic foods.

0.778

0.851

I expect to buy organic foods. I would consider buying organic foods rather than non-organic foods. I absolutely plan to buy organic foods. Organic foods are good for health. Organic foods usually have high quality. Overall organic foods taste good. The packaging of organic foods is unique and attractive. The various choices of organic foods can influence my purchase intention. The prices of organic foods are high. Price is the most important factor when it comes to purchasing organic foods. Overall the price of the organic food is reasonable. Organic foods are available and can be obtained conveniently in store. Organic foods are located at high visual of shelves area for me to grab. Organic foods are available in many hypermarkets and supermarkets.

0.829 0.820

I may buy organic food because of family and friend’s recommendation. I may buy organic food because of advertisement.

0.872

I understand the information about and benefit of organic foods.

0.644

The most advertised organic foods tend to be a good choice.

0.664

Sufficient information of organic foods can influence my purchase intention. I can read many organic foods information and benefits through magazines, newspapers, book, articles, advertisement and TV Channels. I am a person who is always looking for organic foods information.

0.604

I never buy the product that I don’t concern about with the threat of making a mistake. I choose a brand that I frequently consume rather than trying something that I am not confident on it. Before trying a new product, I try to study friends’ experience and opinions who are own this product.

0.657

0.896 0.606 0.766 0.651 0.534 0.532 0.808 0.737 0.669 0.745

0.596

0.568

0.571

0.745 0.712 0.747

0.736

0.744 0.636 0.528

0.792 0.696

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Multiple Regression Table 2: Result of Multiple Regression Model Summaryb Model

R

1

R Square .717

a

Adjusted R Square .514

Std. Error of the Estimate

.497

.54797

a. Predictors: (Constant), Acceptability , Consumer Innovativeness , Affordability , Availability , Awareness b. Dependent Variable: Purchase Intention ANOVAb Model 1

Sum of Squares

df

Mean Square

F

Regression

43.903

5

8.781

Residual

41.437

138

.300

Total

85.340

143

Sig. .000a

29.242

a. Predictors: (Constant), Acceptability , Consumer Innovativeness , Affordability , Availability , Awareness b. Dependent Variable: Purchase Intention From the table of Model Summarybshows the value of adjusted R square is 0.497, so indicates that 49.7% of the variation in rating of consumer purchase intention is explained by the regression model. In the table of ANOVAb shows the overall regression result is significant at 0.1% level where the value of F test is 29.242 (sig=0.000). Thus, the data is fit to regression model. When the value of Sig is less than equal 5% (≤ 0.05), it is shows the variable is significant and the result is acceptable. In conversely, when the value of Sig is more than equal 5% (≥ 0.05), the variable consider as not significant and the result is rejected.There are two variables (availability and consumer innovativeness)are tested as not significant to dependent variable (purchase intention). Where variables consider as significant factors are acceptability, affordability and awareness. Table 3: Summary Result of Multiple Regression Analysis Hypotheses

Variables

t value

Sig

Result

H1

Acceptability

2.580

0.011

Accepted

H2

Affordability

4.783

0.000

Accepted

H3

Availability

-1.502

0.135

Rejected

H4

Awareness

6.754

0.000

Accepted

H5

Consumer Innovativeness

0.076

0.939

Rejected

6. DISCUSSION AND IMPLICATIONS The key purpose that research conducted this empirical study is to understand and discovers the significant factors influence consumers’ purchase intention towards organic food in market place. According to result, acceptability is significant factor affecting consumer purchase intention towards

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organic foods. Several researchers (Ploeger; Rezai, Mohamed, Shamsudin, 2011 and Shaharudin, Pani, Mansor& Elias, 2010) said that consumer consider on several criteria of organic food production such as quality, natural of raw material, taste, health value and environmental degradation. In addition, the result showed affordability is one of a factor affecting consumer purchase intention towards organic food and several scholars (Aryal, Chaudhary, Pandit, & Sharma, 2009; Becker 2007 and Griffith &Nesheim, 2008) found out that higher price of organic food over those of conventional foods is one of factor influences consumer purchase intention, while, the lower price or reasonable price of organic foods will increase consumer purchase intention. From the result, awareness is one of important factor that can influence consumer purchase intention. Researchers (Ronteltap, Trijp, Renes, Frewer, 2007) discovered that consumer innovativeness have an influence on consumer acceptance and mostly on behavioural intention. However, availability and consumer innovativeness are not significant factors in this research.Furthermore, the types of organic foods ready highly accept and consume by consumers are fruits and vegetables, juice or drinks and wheat or rice. Besides, marketing communication tools one of important findings in the research. From respondents’ opinion, the magazine, newspapers and TV channels are significant methods to reach consumers. Finally, among the respondents, scholar discovered that respondents with high education level (Diploma, Bachelor degree and Master level) are tends to purchase more on organic foods. They believe that organic foods are good for health, safe product and high quality especially female respondents. The reason is female respondents are future mothers or wives, thus they are willing to give the best to their families and kids. After data analysis, discovered acceptability, affordability and awareness are main important factors that can influence consumer purchase intention. Therefore, there several implications that assist marketers bring succeed to organic foods products suppliers and retailers in Malaysia. First of all, in order to create high consumer awareness on organic foods developing an effective marketing communication plan and brand building are marketing strategies for organic food suppliers and retailers. These strategies assist suppliers and retailers increase organic food sales and dominate the market. Besides, economies of scales is another method help suppliers and retailers reduce the price if organic food. For example, retailers can get volume discount by purchasing the organic foods in bulk from suppliers with long term contract. Additionally, Retailers and suppliers can concern on product development of organic foods in order to get consumer attention. For instance, improve organic food packaging and quality. It will lead to have repeated sales and building good image on organic foods.

7. RESEARCH LIMITATIONS AND FUTURE STUDY There are several research limitations that faced by scholar. First, the sample size for this research is 144. It is not accurate and not suitable to represent the whole Malaysia. Due to time constraint, scholar selected the small sample size to examine and cannot reflect better outcomes of organic foods market trend in Malaysia. Besides, the questionnaire distribution locations were restricted in Kuala Lumpur, Nilai, Sepang areas and cannot represent the whole Malaysia market trend. Lastly, there is challenge while distribute the questionnaire to respondents, noticed that respondents are answered the questionnaire without truthfulness and faithfulness. Hence, the result tested after data analysis might not be validity and reliability for the study. In order to develop an excellence quality work for this research, scholar recommends a several implications to improving the literatures regarding to organic foods market research for this study. First, increase number of sample size. It is difficult to examine an accurate and reliable result on consumers’ purchase intention towards organic foods with small sample size. For that reason, it is possible to increase the sample size to achieve a better result in future study. Second, combine both qualitative and quantitative research method to produce a good quality presentation of data analysis and discovervarious

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significant factors that related to consumers’ purchase intention on organic foods. Third, Study both gender male and female. Although female is important respondent in this study, however male respondents also imperative to in this research topic due to male consumers are starts become a health conscious consumers. Besides, it also can examine on level of purchase intention towards organic foods between male and female in order to have a depth understanding on which factors are most influence for each gender. Lastly, examine the level of consumer awareness on organic foods and investigate which promotion and advertising factors that highly influence consumer purchase intention on organic foods to expand the literature in further study.

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