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Mediating Effects of Intention On The Factors Affecting Organic Food Products Consumption Among Chinese Generation Y In Malaysia
Tan Poh Leong, Laily Paim
Pages - 1 - 19     |    Revised - 31-1-2015     |    Published - 28-2-2015
Volume - 6   Issue - 1    |    Publication Date - January / February 2015  Table of Contents
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KEYWORDS
Organic Food, Intention, Consumer Behaviour.
ABSTRACT
This study aimed to measure the effect of intention as a mediator in the relationship between internal factors and external factors on consumption. The factors were a) internal factors: knowledge, awareness, health consciousness, product attributes, environmental concern, and b) external factors: subjective norms, perceived behaviour control, and media and advertisement. From the review of literature, there were limited studies done on the mediating effect of intention on the relationship between (internal factor and external factors) and organic food product consumption among CGY in Malaysia. A total of 410 respondents completed the online questionnaires that evaluated the factors. Structural Equation Modelling was used as the main practical approach for data analysis. The results showed that intention was a full or a complete mediator between the six exogenous constructs; knowledge, health consciousness, product attributes, environmental concern, perceived behaviour, and media and advertisement, while it only acted as a partial mediator between subjective norm and consumption. However, the intention was not a full or a complete mediator between awareness and consumption. Eventually, the implications for theory improvement and practices were discussed.
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Mr. Tan Poh Leong
Faculty of social science, arts, and humanities - Malaysia
tanpl@acd.tarc.edu.my
Professor Laily Paim
Professor, Faculty of Human Ecology, Universiti Putra Malaysia, Malaysia Serdang, 43300, Malaysia - Malaysia