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http://dx.doi.org/10.13106/jafeb.2021.vol8.no5.0951

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

LATIP, Muhammad Safuan Abdul (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Terengganu Kampus Dungun)
NEWAZ, Farhana Tahmida (Graduate School of Business, Universiti Tun Abdul Razak)
LATIP, Siti Nur Nadhirah Abdul (Graduate School of Business, Universiti Tun Abdul Razak)
MAY, Rachel Yong Yuen (Faculty of Hospitality and Tourism, CITY University)
RAHMAN, Ahmad Esa Abdul (Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Selangor Kampus Puncak Alam)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.5, 2021 , pp. 951-959 More about this Journal
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.
Keywords
New Normal Life; COVID-19; Consumer Perception; Organic Food; Individual Green Consideration;
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