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The Moderating Effect of Food Safety Knowledge on Organic Food Purchase Intention in a New Normal

Muhammad Safuan Abdul Latip, Farhana Tahmida Newaz, Mohamad Amiruddin Mohamad, Siti Aisyah Tumin, Nur Farihin Abdul Rahman and Ismayaza Noh

Pertanika Journal of Social Science and Humanities, Volume 29, Issue 4, December 2021

DOI: https://doi.org/10.47836/pjssh.29.4.10

Keywords: COVID-19, food safety, individual green consideration, Malaysia, organic food, purchase intention

Published on: 13 December 2021

The emergence of a ‘new normal’ life caused by pandemic Coronavirus Disease (COVID-19) leads to consumer perception and business practices changes. However, there is limited data on the current market demand and condition on consumer purchase intention of organic food associated with food safety knowledge. Thus, this study aimed to examine consumer perception toward organic food in a new normal life. A total of 330 valid responses were received for analysis using Structural Equation Modelling (SEM) and PROCESS. The data were collected in Malaysia using an online questionnaire mainly because of physical distances and Movement Control Order (MCO). The finding revealed that personal attitude, perceived social pressure, and perceived autonomy influence organic food purchase intention in a new normal life. However, it is not perceived as green trust. Besides, food safety knowledge significantly moderates the relationship between personal attitudes toward organic food purchase intention. The finding is valuable for current producers, marketers, and the government body to understand the changes in consumer purchase intention in a new normal life and assist future planning and operationalising to protect, develop and maintain the organic food industry.

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ISSN 0128-7702

e-ISSN 2231-8534

Article ID

JSSH-8157-2021

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