Journal of Engineering and Applied Sciences
ISSN: Online 1818-7803ISSN: Print 1816-949x
Abstract
This study investigates the effectiveness of organic certification logos in influencing consumer’s attitudes to purchase organic food in Kuala Lumpur and Selangor, Malaysia. Consumer’s actual purchase were used as a criterion for judging the effectiveness of Malaysia’s organic certification logo initiatives. Low consumer’s awareness and knowledge of organic certification logos has negatively affected consumer’s attitudes and purchase of organic food. In this study, three main variables were used to measure the effectiveness of organic certification logos and they were labelling, quality and communications. The empirical research builds on a survey with a sample of 420 organic food consumers via convenience sampling technique. The structural equation modelling was used for data analysis and four hypotheses were tested. The results showed that all three variables of labelling, quality and communications of organic certification logos have significantly influenced consumer’s attitudes of organic food. Consumer’s attitudes was positively correlated to actual purchase of organic food. Based on the findings, manufacturers, retailers and policy makers should develop and promote organic certification logos to create and enhance positive consumer’s attitudes towards organic food. It is recommended to introduce a standard and mandatory Asian organic certification logo for countries within Asian region to increase consumer’s awareness, knowledge, trust and consumption of organic food.
How to cite this article:
Song Bee Lian. The Effectiveness of Organic Certification Logos in Influencing Consumer’s Attitudes to Purchase Organic Food.
DOI: https://doi.org/10.36478/jeasci.2017.301.306
URL: https://www.makhillpublications.co/view-article/1816-949x/jeasci.2017.301.306