The Sustainable Purchase Intention in a New Normal of COVID-19: An Empirical Study in Malaysia

• 발행기관: 한국유통과학회
• 저자명: Muhammad Safuan Abdul LATIP Farhana Tahmida NEWAZ Siti Nur Nadhirah Abdul LATIP Rachel Yong Yuen MAY Ahmad Esa Abdul RAHMAN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.5, 951~959쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.05.30

영문 초록

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.

목차

1. Introduction

2. Literature Review

3. Methodology

4. Research Results

5. Conclusion

키워드

New Normal Life COVID-19 Consumer Perception Organic Food Individual Green Consideration