Factors that influence consumers’ decision-making process for organic foods in Malaysia

Author: Iloka Benneth  Chiemelie

Published: 18th of August 2014

4.1 Introduction

In the context of this study, the first and second chapters have highlighted the importance of organic foods as reflected on both health and environmental benefits. The general understanding is that Malaysians and the world at large are increasingly becoming very conscious of what they eat and how they consume these foods. In the view of that, this chapter will be presenting an analysis of the findings and discoveries made from the primary research as reflected in the designed research methodology.

4.2 Test of Reliability

Table 4.1: Case Processing Summary
		N	%
Cases	Valid	200	100.0
	Excludeda	0	.0
	Total	200	100.0

a. Listwise deletion based on all variables in the procedure.
Table 4.2: Reliability Statistics
Cronbach's Alpha	N of Items
.862	22

 The concept of reliability test is a phenomenon shaped and developed by Lee Crombach in 1951, and it has since then been innovated and touched up by other scientist, but the crombach’s alpha still remains one of the most profound, reliable and famous way of testing the reliability of any given research. The philosophy is based on value measurement in which any given data gathered from primary research is considered reliable is it has meet the value of at least 0.50 and the higher the obtained value, the higher the reliability of the data. The importance of testing reliability prior to conducting the main analysis is because a reliable data will produce a reliable finding that can easily be applied in the context of the research topic, which an unreliable data will yield an unreliable finding that will be ineffective in application.

In the case of this study, the obtained value is 0.862, which clearly indicates that the gathered data are strongly reliable. The implication in the context of this study is that the finding from this research can easily be applied in the settings where it is designed for such purpose. Thus, it further validates the overall essence of the study

4.2.1. TwoStep Cluster

In order to further test the reliability of the data, a twostep cluster analysis was conducted as can be seen from the above figure and finding from the analysis shows that the data is good as it crossed the 0.5 margin. This is a clear indication that the gathered data are of high quality, which further validates the importance of findings to be made from this research because they can easily be applied in real sense.

Nonparametric Tests

From the nonprametric test above, it can be seen that all questioned variables where loaded in order to understand how they influence the stated hypothesis. Findings clearly indicates that they have a direct positive influence on hypotheses and all null hypothesis should be rejected because the hypothesis have high significance value. This will be further applied in analysis below.

4.3 Demographic analysis

Following the successful reliability test, this section will proceed to conduct an analysis of the demographic features that make up the respondents’ profile in order to determine how these features will influence the actual response pattern and finding from this research.

Table 4.3: Gender of respondents
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Male	155	77.5	77.5	77.5
	Female	45	22.5	22.5	100.0
	Total	200	100.0	100.0

 From the above table 4.3, it can be seen that male respondents make the highest volume with 77.5%, while female respondents rank in at 22.5%. In consideration of the large gender difference, it can be argued that the finding from this research will be more applicable to male respondents, but this assumption will not be adopted as respondents presented their idea based on individualized views and gender differences can be attributed to the research location and settings.

Table 4.4: Age of respondents
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	18-28 years	26	13.0	13.0	13.0
	29-38 years	108	54.0	54.0	67.0
	39-48 years	35	17.5	17.5	84.5
	49-58 years	29	14.5	14.5	99.0
	59-68 years	2	1.0	1.0	100.0
	Total	200	100.0	100.0

Another variable loaded in the demographic settings of the research that can also influence the research outcome intensively is the age of respondents. This is because differences in age can reflect differences in choice and purchase decision process. From the above analysis, majority of the respondent (54%) are aged 29-28 years, followed by 17% aged 39-48, those aged 49-58 represent 14% of the total respondents and 13% is represented by those aged 18-29 with the outstanding 1% covering respondents aged 59-68. Basically, majority of the respondents are aged at least 20 and this puts them in the best position to address the issues raised in the context of the research because they must have been exposed to some extent to different kinds of foods and as such can differentiate between organic and junk foods in terms of the variables loaded in this study. The implication is that it further expands the validity of data gathered.

Table 4.5: Race of respondents
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Malay	88	44.0	44.0	44.0
	Chinese	36	18.0	18.0	62.0
	Indian	45	22.5	22.5	84.5
	Others	31	15.5	15.5	100.0
	Total	200	100.0	100.0

The next analysis from the table 4.5 above is that of the respondents’ race. Race is an integral aspect in decision making because it is a strong element of culture with culture yielding high influence on decisions making process as a result of internalized principles. From the above analysis, Malays represent the highest race with 44%, followed by Indians with 22.5%, Chinese with 18% and finally other races in Malaysia with 15.5%. The above analysis is synonymous with the Malaysian demographic profile in which Malays are the most populated race. Thus, it is an effective improvement on the overall quality of the research as the study can be considered to be a clear representation of the actual population.

4.4 Correlations of variables

Just like other statistical analysis adopted in this research, the text of correlation between variables measures out a number of its own benefits because it helps to highlight the how the variables are influenced by each other. The implication is that the actual outcome of a given variable can be as a result of the impact yielded on that particular variable by another variable, which makes it necessary to understand these relationships in order to build to find ways to mitigate or enhances these relations with respect to applicability. A variable is considered to be correlated if the obtained value of measurement is closer to 1.0, in which the greater the value to 1.0, the greater the correlation or influence between the variables.

Table 4.6: Correlations
		I consume organic foods because they help me to maintain healthy diet	I consume organic foods because they help me to maintain balanced life	I consume organic foods because they are affordable
Age of respondents	Pearson Correlation	.201**	-.243**	-.388**
	Sig. (2-tailed)	.004	.001	.000
	N	200	200	200
I consume organic foods because they are healthy	Pearson Correlation	-.241**	.035	.960**
	Sig. (2-tailed)	.001	.621	.000
	N	200	200	200
I consume organic foods because they are delicious	Pearson Correlation	.701**	.520**	-.311**
	Sig. (2-tailed)	.000	.000	.000
	N	200	200	200
I consume organic foods because they help me to maintain healthy diet	Pearson Correlation	1	.389**	-.271**
	Sig. (2-tailed)		.000	.000
	N	200	200	200
I consume organic foods because they help me to maintain balanced life	Pearson Correlation	.389**	1	-.036
	Sig. (2-tailed)	.000		.613
	N	200	200	200
I consume organic foods because they are affordable	Pearson Correlation	-.271**	-.036	1
	Sig. (2-tailed)	.000	.613
	N	200	200	200
I consume organic foods because i am concious of the impact of my consumption pattern on the world	Pearson Correlation	.541**	.263**	-.194**
	Sig. (2-tailed)	.000	.000	.006
	N	200	200	200
I consume organic foods because they are easy to find	Pearson Correlation	.887**	.156*	-.197**
	Sig. (2-tailed)	.000	.027	.005
	N	200	200	200
I consume organic foods because they are affordable	Pearson Correlation	.580**	.675**	-.006
	Sig. (2-tailed)	.000	.000	.931
	N	200	200	200

The focus of this analysis will be on the correlated variable and the first of such is quality and price. At a value of 0.960, consumers who consume organic foods because they are affordable also consume it because they know and believe that it is a quality and good health. The implication is that the lower the price of organic products and the higher consumers’ assumption or understanding or organic foods as a great source of quality health, the higher the consumption rate for such products.

The second correlation is measured between “delicious” and both “good health” and “quality life standards.” Thus, the more delicious consumers perceived organic foods to be, they more they will consume it in order to improve their quality of their life and also maintain good health. Thus, taste directly influences the purchase decision and consumption rate of organic foods in Malaysia.

At a correlation of 0.541, consumers’ decision process are influenced by the understanding that consumption of organic foods will reduce the overall impact of consumption on the environment while also offering then the opportunity to maintain balanced diet. Thus, the higher consumers understand that consumption pattern in reference to junky foods has negative impact on the environment while consumption of organic foods has positive impact on their general health, the higher their purchase decision to go for organic products.

Ease of location for organic foods is measured as having positive impact on consumers’ decision to go for organic foods in Malaysia with a correlation value of 0.881 which indicates that location of the food mall has an impact on the purchase decisions. Basically, the emphasis placed on this sense if consumers can easily locate places to obtain organic foods, they will likely purchase it in exchange for the junky foods.

Table 4.7: Correlations
		I consume organic foods because i am concious of the impact of my consumption pattern on the world	I consume organic foods because they are easy to find	I consume organc foods because they are affordable
Age of respondents	Pearson Correlation	.076	.177*	-.206**
	Sig. (2-tailed)	.286	.012	.004
	N	200	200	200
I consume organic foods because they are healthy	Pearson Correlation	-.158*	-.169*	.048
	Sig. (2-tailed)	.026	.017	.502
	N	200	200	200
I consume organic foods because they are delicious	Pearson Correlation	.820**	.575**	.802**
	Sig. (2-tailed)	.000	.000	.000
	N	200	200	200
I consume organic foods because they help me to maintain healthy diet	Pearson Correlation	.541**	.887**	.580**
	Sig. (2-tailed)	.000	.000	.000
	N	200	200	200
I consume organic foods because they help me to maintain balanced life	Pearson Correlation	.263**	.156*	.675**
	Sig. (2-tailed)	.000	.027	.000
	N	200	200	200
I consume organic foods because they are affordable	Pearson Correlation	-.194**	-.197**	-.006
	Sig. (2-tailed)	.006	.005	.931
	N	200	200	200
I consume organic foods because i am concious of the impact of my consumption pattern on the world	Pearson Correlation	1	.666**	.621**
	Sig. (2-tailed)		.000	.000
	N	200	200	200
I consume organic foods because they are easy to find	Pearson Correlation	.666**	1	.407**
	Sig. (2-tailed)	.000		.000
	N	200	200	200
I consume organc foods because they are affordable	Pearson Correlation	.621**	.407**	1
	Sig. (2-tailed)	.000	.000
	N	200	200	200

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Still on the course of understanding how the loaded variables are correlated, the table 4.7 above further expands such understanding with focus on age as having direct influence on consumers’ understanding of the impact of consumption patterns on the environment. The above analysis is an illustration of the fact that the older the consumers are, they better they understand the impact of their consumption patterns on the environment and the higher they are conscious of such impacts. Thus, the older a consumer is, the higher the chances of such consumer focusing on organic foods in order to reduce the negative impact of their consumption patterns on the environment.

Basically, environmental issue is one of the most discussed topics in the modern business as companies are increasingly focused on being eco-friendly products in order to be considered responsible brands, while the individuals are also focused on reducing the negative of their consumption behavior on the environment as part of their role to ensuring sustainable environment. However, the understanding of all these sophisticated terms and features will to a large extent depend on the age of Malaysian consumers as the response gathered shows, and greater understanding will ensure greater applicability. Thus, the older a consumer is, the more conscious the consumer will be and the likely the consumer will consume organic products for the purpose of maintaining healthy life and balanced diet.

4.5 Frequencies analysis

In order to conduct a direct measure of how the respondents addressed each of the questions, the frequency analysis will be adopted in this case.

4.5.1. Measuring consumption rate

Table 4.8: I have consumed organic food in the past
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Yes	200	100.0	100.0	100.0

 As predefined earlier, the criteria for participating in this research is that respondents must have consumer organic foods in the past as this is the only way they will be better positioned towards understanding the variables loaded into this research and addressing them as necessary. The table 4.8 above shows that all the respondents have consumed organic foods to some extent either in the past or present. Thus, validating the main criteria for the research and providing the right background for addressing other variables in the study.

Table 4.9: I have been consuming organic food for the period of
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	1-3 years	80	40.0	40.0	40.0
	4-6 years	47	23.5	23.5	63.5
	7-9 years	37	18.5	18.5	82.0
	10 years and above	36	18.0	18.0	100.0
	Total	200	100.0	100.0

 The extent of usage will also influence overall understanding and measure of importance. Thus, the extent of usage for loaded in the study as seen in the above table 4.9. The main discovery is that as the usage duration increased, the actual usage decreased. Thus, majority of the consumers have only used organic products for a period of 1-3 years. This is an issue because consumers will likely drop usage at some point and this will influence their overall negative impact on the environment as well as on their health because drop in the consumption of organic products will lead to a subsequent increase in the consumption of junky products.

4.5.2. Measuring awareness rate

Table 4.10: I have a clear knowledge of organic food
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	24	12.0	12.0	12.0
	disagree	10	5.0	5.0	17.0
	neutral	4	2.0	2.0	19.0
	agree	34	17.0	17.0	36.0
	strongly agree	55	27.5	27.5	63.5
	totally agree	73	36.5	36.5	100.0
	Total	200	100.0	100.0

 The understanding of what organic products are and their overall impact on both the environment and the consumers’ health will without much doubt influence the overall consumption rate. Thus, the study also involves an evaluation of consumers’ understanding of the topic in discussion and it can be seen that 81% of the respondents agree that they are aware of what organic products are. Besides the positive impacts that such can have on the environment and the consumers’ health, the overall quality of this research is influenced positively because these consumers will be able to address loaded variables based on personal experiences – leading to higher quality of discovery.

Table 4.11: I am aware and good health is important for life
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	18	9.0	9.0	9.0
	strongly disagree	17	8.5	8.5	17.5
	disagree	18	9.0	9.0	26.5
	agree	44	22.0	22.0	48.5
	strongly agree	46	23.0	23.0	71.5
	totally agree	57	28.5	28.5	100.0
	Total	200	100.0	100.0

 The correlation analysis proved that consumers understanding of the positive impacts of organic products in their life will influence consumption positively. This it is necessary to measure such understanding and 73.5% of the total respondents agree that they are aware of the importance of good health for long life. The revelation from such analysis is that the higher consumers are away of such importance, the higher they will likely purchase and consume organic foods in order to ensure that they maintain good quality of life.

Table 4.12: I am aware of the need to maintain balanced diet
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	26	13.0	13.0	13.0
	strongly disagree	39	19.5	19.5	32.5
	disagree	10	5.0	5.0	37.5
	neutral	8	4.0	4.0	41.5
	Agree	69	34.5	34.5	76.0
	strongly agree	11	5.5	5.5	81.5
	totally agree	37	18.5	18.5	100.0
	Total	200	100.0	100.0

 Generally, balanced diet is linked to te consumption of the 6 classes of foods in their natural form while natural consumption relates to the understanding that the foods must be free of any artificial content, which is exactly the same element portrayed by organic foods. Thus, it can be seen that awareness of the importance of balanced diet can influence the consumption of organic foods because consumers will view it as having the needed contents in their natural state. 58.5% of the total respondents also acknowledge awareness of need to maintain balanced diet, which can potentially influence their consumption of organic foods.

Table 4.13: I am aware of the need to be conscious of my consumption as it influences my health generally
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	6	3.0	3.0	3.0
	strongly disagree	94	47.0	47.0	50.0
	strongly agree	32	16.0	16.0	66.0
	totally agree	68	34.0	34.0	100.0
	Total	200	100.0	100.0

 In the modern society, slim is the new beautiful and people are discouraged from consuming foods that influences their weight gain positively. While this might not be directly linked to the decision of consumers to consume inorganic foods, it is important to understand that weight gains are perceived as being influenced by the consumption of junky and inorganic foods. Thus, there is the potential of consumers to consume organic foods in order to either maintain or lose weight. If that is the case, one would easily perceive that the consumption or organic foods is related to the decision of consumers to maintain or lose weight. unlike other variables already discussed above, only 50% of respondents seem to be aware that their consumption influences their healthy generally, which means that the decision of consumers to consume organic foods is a matter of probability because they will only do so when they feel it has a direct positive influence on their overall health.

4.5.3. Reasons for consumption

Table 4.14: I know that organic foods are generally good for the health
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	1	.5	.5	.5
	strongly disagree	42	21.0	21.0	21.5
	disagree	11	5.5	5.5	27.0
	neutral	4	2.0	2.0	29.0
	Agree	14	7.0	7.0	36.0
	strongly agree	55	27.5	27.5	63.5
	totally agree	73	36.5	36.5	100.0
	Total	200	100.0	100.0

From all the variables that have been tested in terms of understanding the influence of awareness on consumption of organic foods, this is probably the most direct question in line with this research. This is because it directly tries to obtain consumers’ level of awareness with the influence of organic foods on their general health. 71% of the respondents agree that they are generally aware that organic foods have direct positive impact on their health, which means that consumption is potentially enhances because consumers will be more willing to consume organic foods in order to have quality health.

Table 4.15: I consume organic foods because they are healthy
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	18	9.0	9.0	9.0
	strongly disagree	43	21.5	21.5	30.5
	disagree	6	3.0	3.0	33.5
	Agree	18	9.0	9.0	42.5
	strongly agree	46	23.0	23.0	65.5
	totally agree	69	34.5	34.5	100.0
	Total	200	100.0	100.0

 Further expanding the understanding gained from table 4.14, this table shows that 68.5% of respondents agree that they consume organic foods because they associated it with increased healthiness. Thus, it becomes more clear that consumers will likely consume organic foods is they view it as being healthy. Thus, perception of organic foods

Table 4.16: I consume organic foods because they are delicious
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	26	13.0	13.0	13.0
	strongly disagree	39	19.5	19.5	32.5
	disagree	10	5.0	5.0	37.5
	Agree	69	34.5	34.5	72.0
	strongly agree	11	5.5	5.5	77.5
	totally agree	45	22.5	22.5	100.0
	Total	200	100.0	100.0

Besides consumption as influenced by health benefits, there are a number of other factors that can actually influence the decision of consumers to consume organic foods. As highlighted in the review of literature, such factors include price of the organic foods, availability, and tastes is also one of such factors. Thus, the above table 4.16 was enacted in order to understand the influence of taste on consumption of organic foods and amazingly, 62.5% of the total respondents agree that the taste of organic foods influences their consumption. This is significant because it is now clear that manufacturers can be able to increase consumption of organic foods by

Table 4.17: I consume organic foods because they help me to maintain healthy diet
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	6	3.0	3.0	3.0
	strongly disagree	94	47.0	47.0	50.0
	strongly agree	32	16.0	16.0	66.0
	totally agree	68	34.0	34.0	100.0
	Total	200	100.0	100.0

 In line with their level of awareness as to how important organic foods are for consumption, consumers also made known that they consumer organic foods because they view it as having good impact on their healthy diet. The significance of finding in this section is that it is well aligned with the finding in the previous stage of awareness. This is because 50% of respondents agree that they consume organic foods because they believe it is very important for their diet. Thus, the fact that they know the health benefits of organic foods doesn’t necessary mean that they will consume it.

Table 4.18: I consume organic foods because they help me to maintain balanced life
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	strongly disagree	24	12.0	12.0	12.0
	disagree	10	5.0	5.0	17.0
	neutral	4	2.0	2.0	19.0
	Agree	14	7.0	7.0	26.0
	strongly agree	55	27.5	27.5	53.5
	totally agree	93	46.5	46.5	100.0
	Total	200	100.0	100.0

 Besides consuming organic foods for its balanced diet effect on health, respondents agree that they consume organic foods because it helps them to maintain good balanced life. 81% of respondents agree to that and this is significant because the respondents that agree to this are much higher than those who agreed to consume organic foods “just because it offered them balanced food diet.” Thus, it can be said that consumers the balanced effect of organic food on health influences purchase more than just the fact that it helps to maintain balanced diet.

Table 4.19: I consume organic foods because they are affordable
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	18	9.0	9.0	9.0
	strongly disagree	40	20.0	20.0	29.0
	disagree	6	3.0	3.0	32.0
	Agree	18	9.0	9.0	41.0
	strongly agree	48	24.0	24.0	65.0
	totally agree	70	35.0	35.0	100.0
	Total	200	100.0	100.0

 Price is a strong determinant of consumption no matter the product that is being discussed and the above understanding shows that it influences consumption of organic foods positively because 68% of the respondents addressed in this case made known that affordability is the main reason why they consumer organic foods.

Table 4.20: I consume organic foods because i am conscious of the impact of my consumption pattern on the world
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	26	13.0	13.0	13.0
	strongly disagree	25	12.5	12.5	25.5
	disagree	10	5.0	5.0	30.5
	Agree	69	34.5	34.5	65.0
	strongly agree	11	5.5	5.5	70.5
	totally agree	59	29.5	29.5	100.0
	Total	200	100.0	100.0

 The need to maintain great level of social responsibility has been discussed in numerous literatures, but what has emerged from such discussion is that social responsibility is not just a corporate stuff as individuals have a role to play in order to create sustainability. The review of literatures also made known that the cultivation of inorganic foods endanger the environment as numerous hazardous chemicals are exposed in the process. 69.5% of the respondents agree to that the reason why the consume organic food is because they are conscious of the impact of their consumption behavior on the environment, which clearly demonstrates an increasing level of conscious consumption in the Malaysian organic food industry.

Table 4.21: I consume organic foods because they are easy to find
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	6	3.0	3.0	3.0
	strongly disagree	83	41.5	41.5	44.5
	strongly agree	32	16.0	16.0	60.5
	totally agree	79	39.5	39.5	100.0
	Total	200	100.0	100.0

 Just like the factors that influence decision to consume, consumers made known that thy consume organic foods because they are easy to find, which is very significant and it can be said that ease of access has a direct influence on decision of consumers to purchase organic foods. Thus, it can be said that sellers need to make organic foods easily accessible in order to ensure that sale is sustainable.

4.5.4. What consumers will likely do in the absence of organic foods?

With full insight already presented on factors that influences consumption or organic foods, it is necessary to create a clear understanding of what consumers will likely do if there is no organic food around them and this is what this section seeks to understand.

Table 22: If there is no organic foods, i will likely eat junky foods
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	18	9.0	9.0	9.0
	strongly disagree	41	20.5	20.5	29.5
	disagree	2	1.0	1.0	30.5
	neutral	19	9.5	9.5	40.0
	Agree	10	5.0	5.0	45.0
	strongly agree	44	22.0	22.0	67.0
	totally agree	66	33.0	33.0	100.0
	Total	200	100.0	100.0

In the absence of organic foods, 60% of the respondents made known that they will likely consume junky foods. Thus, the possibility of consumers to purchase junky foods as influenced by the absence of organic foods is high. While it is not of the objective of this research to discuss effects of junky foods on the body, it is still important to point out that unavailability of foods will likely to lead to increased consumption of inorganic and unhealthy foods. Thus, availability of organic foods does have an influence on health consumption patterns of people.

Table 23: If the price of organic foods are higher, i will likely go for cheaper junky foods
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	26	13.0	13.0	13.0
	strongly disagree	49	24.5	24.5	37.5
	disagree	10	5.0	5.0	42.5
	Agree	59	29.5	29.5	72.0
	strongly agree	11	5.5	5.5	77.5
	totally agree	45	22.5	22.5	100.0
	Total	200	100.0	100.0

 57.5% of the respondents are of the view that high price incurred in consuming organic foods can lead to decreased intention to continue consumption. Although the figure is higher than those that will likely continue to consume organic foods, it is important to note that 42.5%, this figure is very significant because it can easily be maintained and decision to continue consumption irrespective of price made feasible. 

Table 24: I don’t really mind consuming junky foods if it takes time to prepare the organic foods
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	6	3.0	3.0	3.0
	strongly disagree	107	53.5	53.5	56.5
	strongly agree	32	16.0	16.0	72.5
	totally agree	55	27.5	27.5	100.0
	Total	200	100.0	100.0

Juts having organic foods doesn’t guarantee consumption because some of these foods (those in the raw form) needs to be transformed into processed or cooked forms. Thus, the decision was made to understand whether the required time for processing doesn’t influence decision to consume organic foods and this is the first time in the course of this data analysis that majority of the respondents have disagreed with a specific question. In total, 56.5% disagree to the question and this implies that they would rather take extra time to prepare organic foods for consumption instead of consuming junky foods as a result of time used to prepare such foods.

Table 25: i will likely recommend organic foods to my friends and family because of the healthy contents
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	totally disagree	13	6.5	6.5	6.5
	strongly disagree	24	12.0	12.0	18.5
	disagree	10	5.0	5.0	23.5
	neutral	4	2.0	2.0	25.5
	Agree	12	6.0	6.0	31.5
	strongly agree	44	22.0	22.0	53.5
	totally agree	93	46.5	46.5	100.0
	Total	200	100.0	100.0

 The final question is designed to understand the potential of respondents recommending organic foods to their friends and families once they have discovered the health benefits. Significantly, majority of the respondents (74.5%) agree that they will likely recommend organic foods to their friends and families as a result of the associated health benefits. If such trend is to grow, it becomes clear that the consumption of organic foods will likely grow as time goes on. Thus, healthy consumption will be the fate of the future generation is such trend continues as expected. However, it is still important that other factors such as price and availability be addressed because this is the only way that sustainability can be maintained in terms of consumption of organic foods.

5.3.5. Summary of findings

From the above analysis, a number of discoveries have been made in terms of factors that influences consumers’ decision when it comes to purchasing and consuming organic foods in Malaysia as well as what they will likely do if there is no organic food available. These discoveries can be summarized to include health related, price related and availability related. However, there is a noticed trend in the sense that majority of the consumers agree that they will likely recommend consumption of organic foods to their friends and families. If this trend is to continue, it should be noted that it will increase the level of organic foods consumption in essence.

CHAPTER 5

CONCLUSION

From the onset of this research, the topic stood out as a clear reflection of the research topic which is to understand the factors that influence consumption of organic foods in Malaysia. As such, the research was grouped into five different chapters. The whole research process started with the first chapter which presents a clear background on the research topic, the research gap, and purpose of the research, scope and overall objectives of the research. The research organization in this section also laid the right background for what is to be done in each of the chapters preceding it.

In the view of organization already presented in the first chapter, the second chapter is a review of relevant literatures and it is designed to understand what existing literatures think in the context of the research topic. In this section, a number of discoveries were made in relation to the research topic and one of such discoveries is that organic foods are good for health due to their natural contents that have no artificial chemicals that are found in inorganic foods. Additionally, their national content is influenced by the national process of cultivation, which means that they have no negative influence on the environment. However, the discovery also made known that due to their low level of production especially in advance countries, they are not easily assessable and they are also expensive when finally accessed.

In the third chapter, the methodology for primary research was designed and the variables loaded into the primary research are those discovered in the literature review. These variables where loaded because their existence in the area of organic food consumption are already confirmed, thus it was deemed necessary to apply such understanding in the context of Malaysian settings. The research process involved data gathering form the general public and the data where gathered with 5-points likert’s rating scale in which respondents had to choose between totally disagreeing (1) and totally agreeing (5) to any of the questions asked with 3 standing out as the neutral value for cases where respondents neither agree or disagree with any given question.

The fourth chapter is an analysis of the findings made from the primary research. In this section, both factors that influences decision to consume organic foods, the outcome of such consumptions, and consumers’ alternative decisions where addressed. Findings clearly indicate that consumers will likely consume organic foods because of their positive impact on health and balanced diet. However, the decision to consume organic foods is influenced by whether the price is affordable or not, and whether the foods are accessible or not. Thus, ease of access and price standout as the major reason why respondents consume organic foods and these factors are independent of whether or not consumers view it as having positive impact on their health. In any case, there is a notable trend in the sense that majority of the respondents agree that they will likely recommend organic foods to their friends and families as a result of the health benefits associated with consuming such foods. Thus, it became clear that is such practice is to enhanced or cultivated, it will lead to increased level of consumption because more consumers will be recommending the products to others.

In summary, consumption of organic foods in Malaysia is very high at the moment because a number of respondents agree to be presently consuming the product as a result of its health benefits. However, price and ease of access does have some impact on the decision to consume organic foods and respondents also made known that they will likely consume inorganic or junky foods in the absence of organic foods or if they view the price as being high.

5.1. Recommendations

From the above discussion, it is now clear that there is a need to increase consumption and such can be increased with a subsequent reduction of incurred price and making organic foods easily accessible. This is because such effects will increase overall consumption rate and subsequent ensure healthy consumption.

Besides the decision to consume organic foods, other recommendations will also be made in the area of this research topic and the recommendation is that future research should look into the area of expanding price and ease of access as a major determinant of consumption decision. In essence, the objective of this research has been meet, but further discoveries can also be achieved by expanding the research topic.