ABSTRACT
The emergence of a 'new normal' life caused by pandemic Coronavirus Disease (COVID-19) leads to consumer perception and business practices changes. However, there is limited data on the current market demand and condition on consumer purchase intention of organic food associated with food safety knowledge. Thus, this study aimed to examine consumer perception toward organic food in a new normal life. A total of 330 valid responses were received for analysis using Structural Equation Modelling (SEM) and PROCESS. The data were collected in Malaysia using an online questionnaire mainly because of physical distances and Movement Control Order (MCO). The finding revealed that personal attitude, perceived social pressure, and perceived autonomy influence organic food purchase intention in a new normal life. However, it is not perceived as green trust. Besides, food safety knowledge significantly moderates the relationship between personal attitudes toward organic food purchase intention. The finding is valuable for current producers, marketers, and the government body to understand the changes in consumer purchase intention in a new normal life and assist future planning and operationalising to protect, develop and maintain the organic food industry.
ABSTRACT
The study investigated the effect of food safety knowledge, food safety trust and the factors influencing organic food purchase intention in the 'new normal' of the COVID-19 pandemic. The study employed non-contrived and cross-sectional methods. The data was collected in Malaysia using convenience sampling. A total of 330 valid questionnaires were analyzed using Structural Equation Modelling (SEM) and PROCESS for hypothesis testing. The study revealed a significant relationship involving food safety knowledge on personal attitude, perceived social pressure, and perceived autonomy. Moreover, organic food purchase intention was found to be influenced by personal attitude, perceived social pressure, and perceived autonomy. Interestingly, trust in organic food safety moderated the relationship between perceived autonomy and organic food purchase intention. The study proved valuable for stakeholders and organic food producers to understand the 'new normal' COVID-19 market scenario for a sound understanding of the market and the sustainability of the organic food industry. A new research framework is proposed and validated, related to individual purchase decision in global health issues which is limited in current literature. Hence, the study contributed to a better comprehension of green consumerism mainly in the Asian market.
ABSTRACT
Coronavirus disease 2019, henceforth abbreviated as COVID-19, was declared as a global pandemic by the World Health Organisation (WHO) on 11th March 2020, leading to the emergence of a ‘new normal’ life throughout the society and business practices alike. However, a full understanding of consumer preferences and purchasing decisions of products and services remains untouched till date Therefore, this study aimed to address consumer purchase intentions of organic food in the ‘new normal’ practice, wherein a total of 320 valid surveys were received for further analysis. It was conducted in Malaysia using an online questionnaire approach due to the current social distancing practices and concerns. The finding subsequently revealed that food safety knowledge influenced the elements of personal attitude, perceived social pressure, perceived autonomy, and perceived green trust embedded in study respondents. Meanwhile, personal attitude, perceived social pressure, and perceived autonomy were specifically found to correspondingly impact customer purchase intention of organic food. However, perceived green trust did not mediate the relationship between personal attitude, perceived social pressure, and perceived autonomy with organic food purchase intention during the pandemic and ‘new normal’ life. Accordingly, the study is notably useful for market players in understanding the ‘new normal’ of one’s life post-COVID-19. Thus, it is hoped that much more efforts to disseminate knowledge on food safety among consumers will be encouraged in promoting consumer’s purchase intention of organic food, besides opening up more opportunities for related research to be conducted in the future. © 2020, Malaysian Consumer and Family Economics Association. All rights reserved.