The determinant factors that influencing the willingness to purchase of citizens towards organic food products in Kota Bharu Kelantan

Recently, consumer awareness of the unhealthy effects of chemicals present in foods is rising. The trend of people purchasing organic food products is growing. The focus of this research was to examine the factors that influence the intention of the residents in Kota Bharu to buy organic food products, namely, health concerns, environmental concerns, subjective norms and perceived behavioural control. Random sampling was used in selecting the respondents of this study and the sample is made up of 391 Kota Bharu residents. The distributed questionnaire was used and adjusted according to previous studies cited in the literature. The information was collected using the distributed questionnaire to 391 respondents at the area of Kota Bharu such as shopping malls, schools and others. The questionnaire was also distributed through online. The SPSS software was used to analyze the collected data in this study. The findings of this study would provide useful insights to marketers and future researchers on which factor(s) are important and can be applied to their future similar researches or business strategies because there is less attention to the similar studies on the factors that affect the willingness to purchase for organic food products especially in Kota Bharu, Kelantan. Findings show that health concern is the most significant factor in influencing the willingness to purchase of citizens towards organic food products and all factors have positive and significant relationship towards the willingness to purchase of citizens in Kota Bharu, Kelantan.