Abstract:

Organic has been a growing trend throughout the world. According to several studies,the rise in popularity of organic products has essentially been a direct result of growing health concerns among consumers and increasing awareness with regard to the health benefits of organic food. The organic meat sector in Malaysia somehow still at its infancy stage whereby more supports are needed in order to create awareness and enhance the acceptance as well as stimulate the development of organic meat sector in the country. The research aims to identify the determinant factors that affect Malaysian consumer purchase intention with regard to organic meat consumption. This study has specifically builds a conceptual research framework by which to delve into the relationship between purchase factors and purchase intention. The results indicate that attitude, economic factors, correlates positively with purchase intention among consumers in Klang Valley, Malaysia. This study was carried out via a structured survey administration.

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