Marketing Organic Food from Millennials’ Perspective: A Multi-Theoretical Approach

Booi Chen Tan*, Suk Min Pang, Teck Chai Lau

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


This study examines the significant differences between the socio-demographic characteristics of Millennials in Malaysia and their intention to purchase organic food. In addition, the study also investigates the factors that influenced their purchase intention using a multi theoretical approach based on the Theory of Planned Behavior and Protection Motivation Theory. A questionnaire-based approach was applied. Data were collected via a face-to-face method at organic and non-organic food shops located in Klang Valley, Malaysia. SPSS and PLS-SEM were used to analyze 214 useable samples. The results from the independent sample T-test and ANOVA test showed that there were no significant differences between gender, age, marital status, educational level and ethnicity and intention to purchase organic food; while occupation, monthly income and prior purchase experience were found to have differences on this intention. In addition, a structural model was tested and revealed that response efficacy and attitude positively influenced organic food purchase intention; and attitude was the most important predictor of this intention. Knowing the influencing factors and differences of the target market from the socio-demographic characteristics will enable firms to create more specific selling points to market organic food to the right target markets, hence, contributing towards sustainability in the country.

Original languageEnglish
Article number2721
Issue number18
Publication statusPublished - Sept 2022
Externally publishedYes


  • Millennials
  • organic food
  • purchase intention
  • socio-demographic
  • sustainability


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