Factors influencing Purchase Intention of Organic Food among Saudi consumers

Abstract

Consumption of organic food is becoming very popular nowadays. Many reasons are influencing organic food purchase intention. The study was conducted mainly to examine the factors influencing organic food purchase intention among Saudi consumers. Through a structured questionnaire, data was collected from 760 participants from all Saudi regions. Four factors were exanimated which were health consciousness, environmental concern, attitude toward organic food purchases, and attribute perception. Also, the effect of socio-demographic information was analysed. The collected data was analysed by different statistical techniques such as descriptive and frequencies analysis, factor analysis, reliability test, independent t-test, one way ANOVA, correlation, and multiple linear regression. Multiple linear regression result showed that purchase intention was influenced by all the factors health consciousness, environmental concern, attitude toward organic food purchases, and attribute perception. By using independent t test, the impact of socio- demographic factors gender was tested and result indicated that gender had no influence on the organic food purchase intention. One-way ANOVA test indicated that income and education had a no significant influence on purchase intention. In contrast, age had a significant influence on purchase intention. To identify which age group has the largest difference, LSD test was used. According to the result, consumers between 41 – 50 years old had a statistically higher score on organic food purchase intention than other age groups.