Purchase intention towards organic products a case study in Malaysia

The organic production in Malaysia is increasing grammatically and the organic business expanding every year. This research is to identify the factors that affect people purchase organic products. Factors examined include health conscious, environmental concern, perceived value and willingness to pay. A total of 300 useable questionnaires were distributed to consumer in Malaysia. Data collected was analyzed using Statistic Package for Social Science (SPSS) version 16.0. Finding shows that people purchase organic products because of the health benefits and most of them willing to pay 11%-30% premium price for organic products. The descriptive analysis, discussion on finding, conclusion and limitation of study are also included in the report. If this research is successful, it would helpful for marketing department in organic industry to promote their products in the correct ways.