Factors Affecting Purchase Intention of Organic Food in Malaysia’s Kedah State

This study is about the discoveries on the factors affecting purchase intention of organic food in Malaysia. Nowadays, in todayʹs modern world a new consumer lifestyle has emerged especially in the attitude of consuming organic food. This phenomenon has occurred because people are beginning to be aware of the importance of consuming healthy food in their daily lives. A natural, clean and good healthy food is important as there are a lot of ordinary foods that are mostly prepared with the use of unsafe additives, preservatives, flavor and coloring. The research aims to identify factors such as health consciousness, perceived value, food safety concern and religious factors and its impact towards the customer purchase intention. The findings of the study indicated that out of four factors, only perceived value and health consciousness influenced the customer purchase intention. However, food safety concern and religious factors were found to have less impact on customer purchase intention. People perceived that organic food has more nutritional value because the breeding and growth of organic food such as chicken is being done naturally without involving the use of any hormones and chemical. Furthermore, health consciousness factors are now becoming the national issues to combat the increasing obesities that are known to bring of diabetes and hypertension among people. Through the national and NGOʹs campaigns, people start to be aware of their responsibility to ensure good health and protect themselves from those diseases by taking healthy food and appropriate diet in their daily lives. The result has shown some differences with the