Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study of the Perceptions of Organic Food of Malay and Chinese Customers in Malaysia

  • Lee, Sang-Hyeop (Berjaya University College of Hospitality) ;
  • Goh, Pei-En (Centre for Tourism, Hospitality, and Culinary Management, Sunway University) ;
  • Kang, Kyoung-Ku (Dept. of Hospitality and Tourism Mnagement, Kyungsung University) ;
  • Lee, Jong-Ho (Dept. of Hospitality and Tourism Mnagement, Kyungsung University)
  • Received : 2016.09.01
  • Accepted : 2016.09.26
  • Published : 2016.09.30
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Abstract

This qualitative study identifies the perceptions of organic food from the top two largest demographic profiles in Malaysia, which are the Malay and Chinese consumers. A total of four factors have been identified in previous research which are the most influential factors in regards to organic food purchase intentions and are categorized thematically - (1) health consciousness, (2) taste, (3) willingness to pay, as well as (4) family and culture influences. The understanding of the preferences and influences is crucial for foodservice providers and/or operators to not only attract new individuals to try organic food but also to minimize the uncertainty that arises in the food industry and achieve higher goals by understanding customers' perceptions.

Keywords

References

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