TITLE:
A Study on the Impact of Covid-19 on Organic Food Purchase Intentions among Malaysians
AUTHORS:
Sumathi Paramasivam Mangalam
KEYWORDS:
Organic Food Purchase Intention, Attitude, Subjective Norms, Perceived Behavioural Control, Perceived Trust
JOURNAL NAME:
Open Access Library Journal,
Vol.13 No.6,
June
8,
2026
ABSTRACT: The purpose of this paper is to analyze the factors affecting purchase intention towards organic food purchase: in particular, how do individual attitudes about trustworthiness of organic foods, subjective norms of social pressure and self-efficacy affect individual intentions to consume organic food, and the impact of the moderating role of perceived trust on purchase intention. To answer this question, a theoretical framework of the theory of planned behaviour (TPB) has been established. Using measurement scales in order to measure different aspects of trustworthiness, attitude, perceived behavioural control and subjective norms, a survey instrument has been developed to examine the several associations implied by the model of TPB. Data were collected in seven shopping malls in the Klang Valley, Malaysia. Respondents were interviewed face-to-face to collect information on a structured questionnaire. Data (n = 700) were analyzed using a research framework formulated based on the TPB through the structural equation modelling procedure. The findings of the study indicate that health consciousness, organic product knowledge, organic food quality, perceived personal values and perceived social lifestyle have a significant positive effect on consumers’ purchase intention. Furthermore, perceived trust does not moderate health consciousness, environmental concerns, organic product knowledge, organic food safety, organic food quality, perceived social pressure, perceived personal values and perceived social lifestyle with purchase intention. The study offers value to the study of organic food theme post pandemic in the Malaysian scenario even with the market in an increasing pattern, as well as the combination of attributes, trust and purchase intention as variables in a single prediction model.Subject AreasConsumer Behavior, Marketing