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Propensity to Purchase Organic Food: An Integrative Model of Consumption Values in Malaysia

Propensity to Purchase Organic Food: An Integrative Model of Consumption Values in Malaysia
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Author(s): Khairul Nizam Mahmud (Universiti Utara Malaysia, Malaysia)and Asmat-Nizam Abdul-Talib (Universiti Utara Malaysia, Malaysia)
Copyright: 2022
Pages: 15
Source title: Handbook of Research on Developing Circular, Digital, and Green Economies in Asia
Source Author(s)/Editor(s): Patricia Ordóñez de Pablos (The University of Oviedo, Spain)
DOI: 10.4018/978-1-7998-8678-5.ch009

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Abstract

Organic food is becoming popular among today's millennial consumers because of increased awareness of healthy lifestyles. Scholars and practitioners attempt to understand what drives consumers to purchase organic foods toward developing market domination strategies and tactics. Since organic food tends to be more expensive than non-organic, this study aims to analyze the impact of consumer values on their tendency to buy organic food. Consumption values are an important factor that could drive consumer behavior and their preferences for goods or services. Consumption values are defined in terms of the required benefits from the purchase and consumption of the preferred products. Sheth, Newman, and Gross defined consumption values in terms of practical, social, emotional, epistemic, and conditional values.

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