The Intention to Consume Organic Food among Millennial Generation

Consumers nowadays are aware that organic food helps to maintain a healthy life. In Europe and North America regions, the demand of organic food has increased tremendously. There are great potentials for organic food growth in other regions as well, such as developing economies. In Malaysia, organic food is considered new, specifically in the youth market. Thus, not many studies have been performed to investigate the organic food consumption among the young generations. This study was conducted to examine the influence of various factors on intention to consume organic food among millennial generation. The respondents were 235 conveniently selected undergraduate students from a local university. Data were collected by using a self-administered questionnaire. The findings revealed that three factors, i.e.: perceived quality, environmental concern and trust recorded a significant and positive influence on intention to consume organic food. Meanwhile, perceived cost and health consciousness were deemed as not significant in predicting organic food consumption intention. Lastly, some recommendations have also been put forth.