Consumer preferences toward organic food and the moderating role of knowledge: a case of Pakistan and Malaysia

Kashif, Umair; Hong, Chen; Naseem, Snovia; Khan, Waris Ali; Akram, Muhammad Waqar

doi:10.1590/0103-8478cr20190842

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FOOD TECHONOLOGY • Cienc. Rural 50 (5) • 2020 • https://doi.org/10.1590/0103-8478cr20190842 copy

Consumer preferences toward organic food and the moderating role of knowledge: a case of Pakistan and Malaysia

Fatores que afetam as preferências do consumidor na intenção de compra de alimentos orgânicos e o papel moderador do conhecimento no Paquistão e na Malásia

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT:

The present study aimed to identify the elements of the Theory of Planned Behaviour along with health consciousness and determine the role of knowledge as a moderating variable in Pakistan and Malaysia. Three hundred and forty-one observations from Pakistan and 280 observations from Malaysia were acquired through questionnaire; while, confirmatory factor analysis and structural equation modelling was applied for the analysis. The magnitude of the results varied across both countries; however, attitude, subjective norms and health consciousness, as well as their interaction terms, were significant predictors, whereas, perceived behavioural control and its knowledge interaction terms had insignificant impacts on the purchase intentions of consumers for both countries. This research will help to further understand about consumer perception in the purchase of organic food items, which will assist retailers, advertisers and manufacturers in developing strategies for such products.

Key words:
organic agriculture; consumer buying behaviour; theory of planned behaviour; confirmatory factor analysis; marketing; sustainability

Universidade Federal de Santa Maria Universidade Federal de Santa Maria, Centro de Ciências Rurais , 97105-900 Santa Maria RS Brazil , Tel.: +55 55 3220-8698 , Fax: +55 55 3220-8695 - Santa Maria - RS - Brazil
E-mail: cienciarural@mail.ufsm.br

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[1] E-mail: nefuchenhong@yeah.net. ^*Corresponding author

--------------------------------Pakistan-----------------------------------					-----------------------------------Malaysia------------------------------------
Items	Loadings	Cronbach’s Alpha	CR	AVE	Items	Loadings	Cronbach’s Alpha	CR	AVE
Att1	0.77	0.793	0.884	0.571	At2	0.79	0.768	0.872	0.532
Att2	0.80				At3	0.86
Att3	0.74				At4	0.82
Att4	0.82				At5	0.77
SN1	0.69	0.837	0.876	0.594	SN1	0.86	0.834	0.827	0.659
SN2	0.73				SN2	0.81
SN3	0.79				SN3	0.83
SN4	0.82				SN4	0.75
PBC2	0.85				PBC1	0.82
PBC3	0.88	0.744	0.905	0.645	PBC2	0.73	0.780	0.774	0.554
HC1	0.76	0.772	0.793	0.523	HC1	0.85	0.732	0.786	0.521
HC2	0.71				HC2	0.74
HC3	0.73				HC3	0.70
KN1	0.84	0.846	0.921	0.694	KN1	0.83	0.705	0.743	0.538
KN2	0.90				KN2	0.79
KN3	0.81				KN3	0.72
I1	0.67	0.871	0.813	0.621	IP1	0.77	0.721	0.791	0.562
I2	0.89	0.871	0.813	0.621	IP2	0.80	0.721	0.791	0.562
I3	0.75	IP3	0.71

	-----------------------------Pakistan-----------------------------				---------------------Malaysia-------------------
	---------------------------------N = 341------------------------------				--------------------N = 280---------------------
Characteristics	Variables	Frequency	%	Frequency	%
Gender	Male	205	60.1	185	66.1
Gender	Female	136	39.9	95	33.9
Education level	PhD	72	21.1	83	29.7
	Master’s	158	46.3	76	27.1
	Bachelor’s	111	32.6	121	43.2
Profession	Firm employee	195	57.1	110	39.3
	Civil servant	110	32.3	125	44.6
	Housewife	36	10.6	45	16.1
Household monthly income (USD)	650-900	169	49.5	115	41.1
	900-140	156	45.8	141	50.3
	>1400	16	4.7	24	8.6

		--------------------Pakistan------------------			------------------Malaysia-------------------
Hypothesis	Description	Value	Significance	Conclusion	Value	Significance	Conclusion
H1	Attitude positively affects consumers’ intent to buy organic food	0.171	0.001	Endorsed	0.193	0.002	Endorsed
H2	SNs positively affect consumers’ intent to buy organic food	0.132	0.000	Endorsed	0.097	0.001	Endorsed
H3	PBC positively affects consumers’ intent to buy organic food	0.142	0.274	Not endorsed	0.285	0.278	Not endorsed
H4	HC positively affects consumers’ intent to buy organic food	0.189	0.007	Endorsed	0.187	0.015	Endorsed
H5-I	Knowledge positively moderates the relationship between attitude and intent to buy	0.117	0.003	Endorsed	0.229	0.000	Endorsed
H5-II	Knowledge positively moderates the relationship between SNs and intent to buy	0.154	0.046	Endorsed	0.176	0.002	Endorsed
H5-III	Knowledge positively moderates the relationship between PBC and purchase intention	0.178	0.362	Not endorsed	0.352	0.431	Not endorsed
H5-IV	Knowledge positively moderates the relationship between HC and intent to buy	0.202	0.020	Endorsed	0.209	0.004	Endorsed