The Moderating Effect of Food Safety Knowledge on Organic Food Purchase Intention in a New Normal

Abstract

The emergence of a ‘new normal’ life caused by pandemic Coronavirus Disease (COVID-19) leads to consumer perception and business practices changes. However, there is limited data on the current market demand and condition on consumer purchase intention of organic food associated with food safety knowledge. Thus, this study aimed to examine consumer perception toward organic food in a new normal life. A total of 330 valid responses were received for analysis using Structural Equation Modelling (SEM) and PROCESS. The data were collected in Malaysia using an online questionnaire mainly because of physical distances and Movement Control Order (MCO). The finding revealed that personal attitude, perceived social pressure, and perceived autonomy influence organic food purchase intention in a new normal life. However, it is not perceived as green trust. Besides, food safety knowledge significantly moderates the relationship between personal attitudes toward organic food purchase intention. The finding is valuable for current producers, marketers, and the government body to understand the changes in consumer purchase intention in a new normal life and assist future planning and operationalising to protect, develop and maintain the organic food industry.

Exploring attitude-behaviour inconsistencies in organic food consumption during the COVID-19 pandemic in the Klang Valley, Malaysia

“…In addition, future study should assess real knowledge, such as through a knowledge test. According to Abdul Latip et al (2021) , studies on organic food purchases from the lens of consumers must be conducted on a consistent interval in order to understand consumer intent and demand.…”

Baba Nyonya Peranakan ethnic food: exploring the effect of media influence and curiosity on consumption intention of the youth generation

“…Together, these three determinants can influence a person's intention to perform a particular behaviour. For instance, a person who strongly believes that performing a specific behaviour will lead to positive outcomes (behaviour belief), who feels social pressure to perform that behaviour (normative belief) and who believes that they have the necessary resources to carry out the behaviour (control belief) is more likely to have a stronger intention to perform that behaviour (Latip et al , 2021; May and Latip, 2021).…”

“…Personal attitude refers to a set of beliefs, emotions and behaviours towards a particular object, thing, person or others (Ajzen, 1991). It is a crucial factor that can influence individuals' behaviour, as their attitude towards something can shape their thoughts, feelings and actions related to that thing (Cherry, 2018; Latip et al , 2021). Previous studies have shown that a person's attitude is influenced by their perception of the consequences of executing the action and how it potentially affects the positive or negative feelings an individual associates with the behaviour.…”

“…This concept is relevant in the context of Baba Nyonya ethnic food consumption intention. Another critical aspect that can potentially strengthen or weaken the consumption intention in relation to attitude is knowledge (Latip et al , 2021). In this study, individuals with experience in consuming Baba Nyonya ethnic food are theoretically more likely to have a stronger consumption intention because of familiarity with the food.…”

“…A subjective norm is a combination of individual or group expectations in meeting certain standards or behaviours (Ajzen, 1991). It is closely related to the social pressure perceived by an individual (Latip et al , 2021). The stronger the perceived pressure to conform to societal expectations, the greater the influence on an individual's intention to behave in a particular way (Ajzen, 1991).…”