The Marketing Stimuli Factors Influencing Consumers’ Attitudes to Purchase Organic Food

International Journal of Business and Management; Vol. 11, No. 10, 2016

11 Pages Posted: 9 Nov 2017

See all articles by Bee Lian Song

Bee Lian Song

SEGi University

Meysam Safari

SEGi University

Shaheen Mansori

Malaysia University of Science and Technology

Date Written: November 6, 2017

Abstract

The demand for organic food products have increased rapidly in recent years. Among the main factors contributed to the increasing global consumers’ demand towards organic food products are food safety concern, health benefits, better quality, higher nutritional value and environmental concern. Therefore, there is a need to explore consumers’ behaviour towards organic food products. This study attempts to examine the effects of marketing stimuli factors on consumers’ attitudes to purchase organic food in Malaysia. Five key marketing stimuli variables were examined in this study, and they were product attributes, price, availability, sales promotion and marketing communications. This study is based on the results of a survey conducted on a sample of 430 organic food consumers in Malaysia. The structural equation modeling was used for data analysis and six hypotheses were tested. The results showed that three marketing stimuli variables of product attributes, availability and sales promotion have significantly influenced consumers’ attitudes of organic food. Subsequently, consumers’ attitudes is positively correlated to actual purchase of organic food. There was no significant effect of price and marketing communications on consumers’ attitudes of organic food. Based on the findings, marketing stimuli strategies should be focused on creating positive attitude of consumers by increasing consumers’ awareness, trust, satisfaction and loyalty towards organic food. In addition, price of organic food should be reduced and more effective communication strategies should be undertaken to enhance consumers’ purchase of organic food.

Keywords: marketing stimuli, consumers’ attitude, organic food

JEL Classification: M31

Suggested Citation

Song, Bee Lian and Safari, Meysam and Mansori, Shaheen, The Marketing Stimuli Factors Influencing Consumers’ Attitudes to Purchase Organic Food (November 6, 2017). International Journal of Business and Management; Vol. 11, No. 10, 2016. Available at SSRN: https://ssrn.com/abstract=3066474

Bee Lian Song (Contact Author)

SEGi University ( email )

9 Jalan Teknologi
Petaling Jaya, 47810
Malaysia

Meysam Safari

SEGi University ( email )

Taman Sains Selangor,
Kota Damansara, PJU 5,
Petaling Jaya,, Selangor 47810
Malaysia

Shaheen Mansori

Malaysia University of Science and Technology ( email )

Selangor 55100
Malaysia

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