A DETAILED ANALYSIS ON CONSUMER AWARENESS AND PERCEPTION OF ORGANIC FOOD PRODUCTS IN MALAYSIA

The consumer awareness towards organic food is increasing day by day among people especially in literate community. Today consumers show high inclination towards buying organic food products. A study to analyse the level of influence of factors affecting the buying decision of buyers of organic food products is important. This study is aimed at identifying and analysing the influence of various factors on the purchase intention of consumers towards organic food products. This research empirically examined the determinants influencing consumers of organic food products by selecting of 100 buyers from central part of state Negeri Sembilan of Malaysia. The results of the study reveal that quality of products and the price are the most influencing determinants for purchasing organic food products