Development, Validity and Reliability of a Questionnaire on Psychological Factors of Organic Food Consumption among Malaysian Adults
Keywords:
Consumer, Food Safety, Organic Food, Sustainability, Theory of Planned Behavior, Trust in Organic Food Labeling, Certification and Control
Abstract
People believe organic food is safer and healthier since it limits the use of synthetic chemicals as agricultural inputs, which has increased global demand for it. However, it has been reported that Malaysians' actual consumption of organic food is low, despite their great intention to do so. Much previous research has proposed trust in organic food labeling and certification as a potential cause of the intention-behavior gap. However, empirical data to support this view is still lacking. This study aims to develop and validate a questionnaire to assess Malaysians' intention and actual consumption of organic food, along with its factors, using the Theory of Planned Behavior (TPB) with trust as an additional construct. Before the study, the questionnaire was pre-tested for face validity by five expert panels. This cross-sectional study gathered 119 usable self-administered questionnaires completed by Malaysian adults aged 18 to 64. The construct validity was evaluated using exploratory factor analysis (EFA) with principal component analysis (PCA), and varimax rotation. There was a three-factor solution for the attitude construct namely health, food safety, and environmental concern, while only one-factor solution for subjective norm, perceived behavioral control, trust, intention, and actual consumption of organic food. Each construct had a minimum Cronbach's alpha of .70. The questionnaire is a valid and reliable instrument that can be used in larger study settings to further understand the psychological factors of organic food consumption among Malaysian adults to promote more sustainable food consumption in this nation.
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References
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Botinggo, B., Awang Lukman, K., Saupin, S., Fong Tyng, C., & Jeffree, M. S. (2021). Organophosphate Exposure, Associated Risk Factors and Exposure Risk Assessment among Vegetable Farmers in Sabah, Malaysia. Malaysian Journal of Public Health Medicine, 21(2), 457–465. https://doi.org/
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Jaafar, N. A. A., Sulaiman, N., Redzwan, M., & Badari, S. A. Z. (2020). A Systematic Review of 10 Years of Empirical Studies on Organic Food Consumption among Malaysian Consumers. Malaysian Journal of Consumer and Family Economics, 25(S1), 24.
Jeyakumar Nathan, R., Soekmawati, Victor, V., Popp, J., Fekete-Farkas, M., & Oláh, J. (2021). Food Innovation Adoption and Organic Food Consumerism—A Cross-National Study between Malaysia and Hungary. Foods, 10(2), 363. https://doi.org/10.3390/foods10020363
Kesse-Guyot, E., Péneau, S., Méjean, C., Szabo de Edelenyi, F., Galan, P., Hercberg, S., & Lairon, D. (2013). Profiles of Organic Food Consumers in a Large Sample of French Adults: Results from the Nutrinet-Santé Cohort Study. PLoS ONE, 8(10), e76998. https://doi.org/10.1371/journal.pone.0076998
Kushwah, S., Dhir, A., Sagar, M., & Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143, 104402. https://doi.org/10.1016/j.appet.2019.104402
Lim, W. M., Yong, J. L. S., & Suryadi, K. (2014). Consumers’ Perceived Value and Willingness to Purchase Organic Food. Journal of Global Marketing, 27(5), 298–307. https://doi.org/10.1080/08911762.2014.931501
Maichum, K., Parichatnon, S., & Peng, K.-C. (2016). Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers. Sustainability, 8(10), 1077. https://doi.org/10.3390/su8101077
Maichum, K., Parichatnon, S., & Peng, K.-C. (2017). Developing An Extended Theory Of Planned Behavior Model To Investigate Consumers’ Consumption Behavior Toward Organic Food: A Case Study In Thailand. 6(01), 9.
Moon, S.-G., Jeong, S., & Choi, Y. (2017). Moderating Effects of Trust on Environmentally Significant Behavior in Korea. Sustainability, 9(3), 415. https://doi.org/10.3390/su9030415
Nguyen, D. T., & Truong, D. C. (2021). The Impact of Psychological and Environmental Factors on Consumers’ Purchase Intention toward Organic Food: Evidence from Vietnam. The Journal of Asian Finance, Economics and Business, 8(1), 915–925. https://doi.org/10.13106/JAFEB.2021.VOL8.NO1.915
Nguyen, H. V., Nguyen, C. H., & Hoang, T. T. B. (2019). Green consumption: Closing the intention-behavior gap. Sustainable Development, 27(1), 118–129. https://doi.org/10.1002/sd.1875
Nuttavuthisit, K., & Thøgersen, J. (2017). The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food. Journal of Business Ethics, 140(2), 323–337. https://doi.org/10.1007/s10551-015-2690-5
Pallant, J. (2007). SPSS Survival Manual: A Step By Step Guide to Data Analysis Using SPSS for Windows (Version 10). Open University Press.
Pham, T. H., Nguyen, T. N., Phan, T. T. H., & Nguyen, N. T. (2019). Evaluating the purchase behavior of organic food by young consumers in an emerging market economy. Journal of Strategic Marketing, 27(6), 540–556. https://doi.org/10.1080/0965254X.2018.1447984
Pomsanam, P., . K. N., & . S. S. (2014). Factors Driving Thai Consumers’ Intention to Purchase Organic Foods. Asian Journal of Scientific Research, 7(4), 434–446. https://doi.org/10.3923/ajsr.2014.434.446
Qi, X., & Ploeger, A. (2021). Explaining Chinese Consumers’ Green Food Purchase Intentions during the COVID-19 Pandemic: An Extended Theory of Planned Behaviour. Foods, 10(6), 1200. https://doi.org/10.3390/foods10061200
Saleki, R., Quoquab, F., & Mohammad, J. (2019). What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness. Journal of Agribusiness in Developing and Emerging Economies, 9(5), 584–603. https://doi.org/10.1108/JADEE-02-2019-0018
Scalco, A., Noventa, S., Sartori, R., & Ceschi, A. (2017). Predicting organic food consumption: A meta-analytic structural equation model based on the theory of planned behavior. Appetite, 112, 235–248. https://doi.org/10.1016/j.appet.2017.02.007
Scalvedi, M. L., & Saba, A. (2018). Exploring local and organic food consumption in a holistic sustainability view. British Food Journal, 120(4), 749–762. https://doi.org/10.1108/BFJ-03-2017-0141
Siwar, S. A. C., Ferdous Alam, A. S. A., Talib, B. A., Chamhuri, N., & Idris, N. D. M. (2019). Determinants of Willingness to Pay Towards Malaysian Organic Food. 7(6), 5.
Somasundram, C., Razali, Z., & Santhirasegaram, V. (2016). A Review on Organic Food Production in Malaysia. Horticulturae, 2(3), 12. https://doi.org/10.3390/horticulturae2030012
Song, B. L., & Liew, C. Y. (2019). Assessing the Young Consumers’ Motives and Purchase Behavior for Organic Food: An Empirical Evidence from a Developing Nation. International Journal of Academic Research in Business and Social Sciences, 9(1), Pages 69-87. https://doi.org/10.6007/IJARBSS/v9-i1/5364
Statista. (2021). Worldwide sales of organic foods 2020. Statista. https://www.statista.com/
statistics/273090/worldwide-sales-of-organic-foods-since-1999/
Suhaimee, S., Ibrahim, I. Z., & Abd Wahab, M. A. M. (2016). Organic Agriculture in Malaysia. FFTC Agricultural Policy Articles.
Sultan, P., Tarafder, T., Pearson, D., & Henryks, J. (2020). Intention-behaviour gap and perceived behavioral control-behavior gap in theory of planned behavior: Moderating roles of communication, satisfaction and trust in organic food consumption. Food Quality and Preference, 81, 103838. https://doi.org/10.1016/j.foodqual.2019.103838
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Why do people buy organic food? The moderating role of environmental concerns and trust. Journal of Retailing and Consumer Services, 57, 102247. https://doi.org/10.1016/j.jretconser.2020.102247
Tiraieyari, N., Hamzah, A., & Abu Samah, B. (2014). Organic Farming and Sustainable Agriculture in Malaysia: Organic Farmers’ Challenges Towards Adoption. Asian Social Science, 10(4), p1. https://doi.org/10.5539/ass.v10n4p1
Tuan, T. N., & Vinh, T. T. (2016). An Exploration in The Theory of Planned Behavior: A Case of Organic Food in Vietnam. 14(6), 4951–4972.
Udin, N. M., Ismail, S. N. S., How, V., & Abidin, E. Z. (2019). Dermal Exposure to Pesticides among Sprayers in Different Agriculture Subsectors in Malaysia: Observational Method using DREAM. 9.
USDA. (2016). Retail Foods Kuala Lumpur Malaysia Annual 2016. United States Department of Agriculture: Foreign Agricultural Service. GAIN Report Number: MY6011.
Voon, J. P., Ngui, K. S., & Agrawal, A. (2011). Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling. International Food and Agribusiness Management Review, 14(2), 18.
Willis, G. B. (2005). Cognitive Interviewing: A Tool for Improving Questionnaire Design. SAGE Publications.
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidence from a developing nation. Appetite, 96, 122–128. https://doi.org/10.1016/j.appet.2015.09.017
Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114–122. https://doi.org/10.1016/j.ecolecon.2016.12.019
Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers’ perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: A case study of Beijing, China. Journal of Cleaner Production, 197, 1498–1507. https://doi.org/10.1016/j.jclepro.2018.06.273
Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195
Al-Swidi, A., Mohammed Rafiul Huque, S., Haroon Hafeez, M., & Noor Mohd Shariff, M. (2014). The role of subjective norms in the theory of planned behavior in the context of organic food consumption. British Food Journal, 116(10), 1561–1580. https://doi.org/10.1108/BFJ-05-2013-0105
Aziz, M. F. B. A., Mispan, M. S. B., & Doni, F. (2020). Organic Food Policy and Regulation in Malaysia: Development and Challenges. In B. C. Goh & R. Price (Eds.), Regulatory Issues in Organic Food Safety in the Asia Pacific (pp. 151–170). Springer Singapore. https://doi.org/10.1007/978-981-15-3580-2_10
Botinggo, B., Awang Lukman, K., Saupin, S., Fong Tyng, C., & Jeffree, M. S. (2021). Organophosphate Exposure, Associated Risk Factors and Exposure Risk Assessment among Vegetable Farmers in Sabah, Malaysia. Malaysian Journal of Public Health Medicine, 21(2), 457–465. https://doi.org/
10.37268/mjphm/vol.21/no.2/art.1202
Canova, L., Bobbio, A., & Manganelli, A. M. (2020). Buying Organic Food Products: The Role of Trust in the Theory of Planned Behavior. Frontiers in Psychology, 11, 575820. https://doi.org/10.3389/fpsyg.2020.575820
Carfora, V., Cavallo, C., Caso, D., Del Giudice, T., De Devitiis, B., Viscecchia, R., Nardone, G., & Cicia, G. (2019). Explaining consumer purchase behavior for organic milk: Including trust and green self-identity within the theory of planned behavior. Food Quality and Preference, 76, 1–9. https://doi.org/10.1016/j.foodqual.2019.03.006
Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers. Journal of Business Ethics, 97(1), 139–158. https://doi.org/10.1007/s10551-010-0501-6
Cattell, R. (2012). The Scientific Use of Factor Analysis in Behavioral and Life Sciences. Springer Science & Business Media.
Chekima, B., Chekima, K., & Chekima, K. (2019). Understanding factors underlying actual consumption of organic food: The moderating effect of future orientation. Food Quality and Preference, 74, 49–58. https://doi.org/10.1016/j.foodqual.2018.12.010
Dangi, N., Gupta, S. K., & Narula, S. A. (2020). Consumer buying behavior and purchase intention of organic food: A conceptual framework. Management of Environmental Quality: An International Journal, 31(6), 1515–1530. https://doi.org/10.1108/MEQ-01-2020-0014
Dardak, R. A., Abidin, A. Z. Z., & Ali, A. K. (2009). Consumers’ perceptions, consumption and preference on the organic product: Malaysian perspective. 13.
Demirtas, B. (2019). Assessment of the impacts of the consumers’ awareness of organic food on consumption behavior. Food Science and Technology, 39(4), 881–888. https://doi.org/10.1590/fst.10518
Fishbein, M., & Ajzen, I. (2011). Predicting and Changing Behavior: The Reasoned Action Approach. Taylor & Francis.
Fle?eriu, C., Cosma, S. A., & Boc?ne?, V. (2020). Values and Planned Behaviour of the Romanian Organic Food Consumer. Sustainability, 12(5), 1722. https://doi.org/10.3390/su12051722
Gumber, G., & Rana, J. (2021). Who buys organic food? Understanding different types of consumers. Cogent Business & Management, 8(1), 1935084. https://doi.org/10.1080/23311975.2021.1935084
Gundala, R. R., & Singh, A. (2021). What motivates consumers to buy organic foods? Results of an empirical study in the United States. PLOS ONE, 16(9), e0257288. https://doi.org/10.1371/journal.pone.0257288
Hansen, T., Sørensen, M. I., & Eriksen, M.-L. R. (2018). How the interplay between consumer motivations and values influences organic food identity and behavior. Food Policy, 74, 39–52. https://doi.org/10.1016/j.foodpol.2017.11.003
Hasanov, J., & Khalid, H. (2015). The Impact of Website Quality on Online Purchase Intention of Organic Food in Malaysia: A WebQual Model Approach. Procedia Computer Science, 72, 382–389. https://doi.org/10.1016/j.procs.2015.12.153
Hossain, T. B., & Lim, P. X. (2016). Consumers’ Buying Behavior towards Organic Foods: Evidence from the Emerging Market. 51(2), 19.
Jaafar, N. A. A., Sulaiman, N., Redzwan, M., & Badari, S. A. Z. (2020). A Systematic Review of 10 Years of Empirical Studies on Organic Food Consumption among Malaysian Consumers. Malaysian Journal of Consumer and Family Economics, 25(S1), 24.
Jeyakumar Nathan, R., Soekmawati, Victor, V., Popp, J., Fekete-Farkas, M., & Oláh, J. (2021). Food Innovation Adoption and Organic Food Consumerism—A Cross-National Study between Malaysia and Hungary. Foods, 10(2), 363. https://doi.org/10.3390/foods10020363
Kesse-Guyot, E., Péneau, S., Méjean, C., Szabo de Edelenyi, F., Galan, P., Hercberg, S., & Lairon, D. (2013). Profiles of Organic Food Consumers in a Large Sample of French Adults: Results from the Nutrinet-Santé Cohort Study. PLoS ONE, 8(10), e76998. https://doi.org/10.1371/journal.pone.0076998
Kushwah, S., Dhir, A., Sagar, M., & Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143, 104402. https://doi.org/10.1016/j.appet.2019.104402
Lim, W. M., Yong, J. L. S., & Suryadi, K. (2014). Consumers’ Perceived Value and Willingness to Purchase Organic Food. Journal of Global Marketing, 27(5), 298–307. https://doi.org/10.1080/08911762.2014.931501
Maichum, K., Parichatnon, S., & Peng, K.-C. (2016). Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers. Sustainability, 8(10), 1077. https://doi.org/10.3390/su8101077
Maichum, K., Parichatnon, S., & Peng, K.-C. (2017). Developing An Extended Theory Of Planned Behavior Model To Investigate Consumers’ Consumption Behavior Toward Organic Food: A Case Study In Thailand. 6(01), 9.
Moon, S.-G., Jeong, S., & Choi, Y. (2017). Moderating Effects of Trust on Environmentally Significant Behavior in Korea. Sustainability, 9(3), 415. https://doi.org/10.3390/su9030415
Nguyen, D. T., & Truong, D. C. (2021). The Impact of Psychological and Environmental Factors on Consumers’ Purchase Intention toward Organic Food: Evidence from Vietnam. The Journal of Asian Finance, Economics and Business, 8(1), 915–925. https://doi.org/10.13106/JAFEB.2021.VOL8.NO1.915
Nguyen, H. V., Nguyen, C. H., & Hoang, T. T. B. (2019). Green consumption: Closing the intention-behavior gap. Sustainable Development, 27(1), 118–129. https://doi.org/10.1002/sd.1875
Nuttavuthisit, K., & Thøgersen, J. (2017). The Importance of Consumer Trust for the Emergence of a Market for Green Products: The Case of Organic Food. Journal of Business Ethics, 140(2), 323–337. https://doi.org/10.1007/s10551-015-2690-5
Pallant, J. (2007). SPSS Survival Manual: A Step By Step Guide to Data Analysis Using SPSS for Windows (Version 10). Open University Press.
Pham, T. H., Nguyen, T. N., Phan, T. T. H., & Nguyen, N. T. (2019). Evaluating the purchase behavior of organic food by young consumers in an emerging market economy. Journal of Strategic Marketing, 27(6), 540–556. https://doi.org/10.1080/0965254X.2018.1447984
Pomsanam, P., . K. N., & . S. S. (2014). Factors Driving Thai Consumers’ Intention to Purchase Organic Foods. Asian Journal of Scientific Research, 7(4), 434–446. https://doi.org/10.3923/ajsr.2014.434.446
Qi, X., & Ploeger, A. (2021). Explaining Chinese Consumers’ Green Food Purchase Intentions during the COVID-19 Pandemic: An Extended Theory of Planned Behaviour. Foods, 10(6), 1200. https://doi.org/10.3390/foods10061200
Saleki, R., Quoquab, F., & Mohammad, J. (2019). What drives Malaysian consumers’ organic food purchase intention? The role of moral norm, self-identity, environmental concern and price consciousness. Journal of Agribusiness in Developing and Emerging Economies, 9(5), 584–603. https://doi.org/10.1108/JADEE-02-2019-0018
Scalco, A., Noventa, S., Sartori, R., & Ceschi, A. (2017). Predicting organic food consumption: A meta-analytic structural equation model based on the theory of planned behavior. Appetite, 112, 235–248. https://doi.org/10.1016/j.appet.2017.02.007
Scalvedi, M. L., & Saba, A. (2018). Exploring local and organic food consumption in a holistic sustainability view. British Food Journal, 120(4), 749–762. https://doi.org/10.1108/BFJ-03-2017-0141
Siwar, S. A. C., Ferdous Alam, A. S. A., Talib, B. A., Chamhuri, N., & Idris, N. D. M. (2019). Determinants of Willingness to Pay Towards Malaysian Organic Food. 7(6), 5.
Somasundram, C., Razali, Z., & Santhirasegaram, V. (2016). A Review on Organic Food Production in Malaysia. Horticulturae, 2(3), 12. https://doi.org/10.3390/horticulturae2030012
Song, B. L., & Liew, C. Y. (2019). Assessing the Young Consumers’ Motives and Purchase Behavior for Organic Food: An Empirical Evidence from a Developing Nation. International Journal of Academic Research in Business and Social Sciences, 9(1), Pages 69-87. https://doi.org/10.6007/IJARBSS/v9-i1/5364
Statista. (2021). Worldwide sales of organic foods 2020. Statista. https://www.statista.com/
statistics/273090/worldwide-sales-of-organic-foods-since-1999/
Suhaimee, S., Ibrahim, I. Z., & Abd Wahab, M. A. M. (2016). Organic Agriculture in Malaysia. FFTC Agricultural Policy Articles.
Sultan, P., Tarafder, T., Pearson, D., & Henryks, J. (2020). Intention-behaviour gap and perceived behavioral control-behavior gap in theory of planned behavior: Moderating roles of communication, satisfaction and trust in organic food consumption. Food Quality and Preference, 81, 103838. https://doi.org/10.1016/j.foodqual.2019.103838
Tandon, A., Dhir, A., Kaur, P., Kushwah, S., & Salo, J. (2020). Why do people buy organic food? The moderating role of environmental concerns and trust. Journal of Retailing and Consumer Services, 57, 102247. https://doi.org/10.1016/j.jretconser.2020.102247
Tiraieyari, N., Hamzah, A., & Abu Samah, B. (2014). Organic Farming and Sustainable Agriculture in Malaysia: Organic Farmers’ Challenges Towards Adoption. Asian Social Science, 10(4), p1. https://doi.org/10.5539/ass.v10n4p1
Tuan, T. N., & Vinh, T. T. (2016). An Exploration in The Theory of Planned Behavior: A Case of Organic Food in Vietnam. 14(6), 4951–4972.
Udin, N. M., Ismail, S. N. S., How, V., & Abidin, E. Z. (2019). Dermal Exposure to Pesticides among Sprayers in Different Agriculture Subsectors in Malaysia: Observational Method using DREAM. 9.
USDA. (2016). Retail Foods Kuala Lumpur Malaysia Annual 2016. United States Department of Agriculture: Foreign Agricultural Service. GAIN Report Number: MY6011.
Voon, J. P., Ngui, K. S., & Agrawal, A. (2011). Determinants of Willingness to Purchase Organic Food: An Exploratory Study Using Structural Equation Modeling. International Food and Agribusiness Management Review, 14(2), 18.
Willis, G. B. (2005). Cognitive Interviewing: A Tool for Improving Questionnaire Design. SAGE Publications.
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidence from a developing nation. Appetite, 96, 122–128. https://doi.org/10.1016/j.appet.2015.09.017
Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114–122. https://doi.org/10.1016/j.ecolecon.2016.12.019
Zhang, B., Fu, Z., Huang, J., Wang, J., Xu, S., & Zhang, L. (2018). Consumers’ perceptions, purchase intention, and willingness to pay a premium price for safe vegetables: A case study of Beijing, China. Journal of Cleaner Production, 197, 1498–1507. https://doi.org/10.1016/j.jclepro.2018.06.273
Published
2023-06-11
How to Cite
Jaafar, N. A. A., Sulaiman, N., Sabran, M. R., & Badari, S. A. Z. (2023). Development, Validity and Reliability of a Questionnaire on Psychological Factors of Organic Food Consumption among Malaysian Adults. Information Management and Business Review, 15(2(I)SI), 57-69. https://doi.org/10.22610/imbr.v15i2(I)SI.3417
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Copyright (c) 2023 Nur Aqilah Amalina Jaafar, Norhasmah Sulaiman, Mohd Redzwan Sabran, Shamsul Azahari Zainal Badari
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