Subayyal BADM Sunday Final 8 May 22

Factors Towards Purchase Intentions on Organic Food in
Pakistan
A Project Report for
Business Analytics & Decision Making
Course Instructor:
Dr. Sufyan Ramish
Institute of Business Management (IoBM)
Karachi, Pakistan
SUBMITTED BY:
1- SUBAYYAL NASIR (2015-18721)
2- SAJID ALI (20191-25678)
3- FARMANULLAH KHAN (20191-25709)
ABSTRACT
Intention for buying natural sustenance besides unconfined from additive eatables are
generally preferred by people who are health freak. This research has a focus together with
purpose to explore the influencers or elements of non-chemical food buying’s will, intention
along-with perception in Pakistani people. Factors that have been randomly selected for this
research from base paper are Subjective Norms, Personal attitude, Perceived behavior
control, Health consciousness, Knowledge and Purchase intention that is the dependent
variable throughout this research. Remaining five are independent variable. Close ended
questionnaire was floated online through google forms and physically in person especially in
Karachi. An accumulated responder is 294. However, valid responders are 251 after
removing outliers. SPSS software is used to run all tests from normality to regression.
Conceptual Framework has no mediator or moderator. After the test done on software. The
outcome came is that there is difficulty for buyers to buy organic food easily because it is not
available easily in nearby market. Globally, Pakistan contributes 0.1% to organic industry
that is significantly low. Pakistanis are unaware of organic foods that is a major concern and
shows a rise in severe illness. Natural goods not available in nearby markets also shows poor
supply chain management and demand planning among distribution centers.
The independent variables which include the subjective norms (M = 2.199, SD = 0.399),
personal attitude (M = 1.734, SD = 0.589), perceived behavioral control (M = 2.081, SD =
0.768), health consciousness (M = 1.941, SD = 0.379) and knowledge (M = 2.157, SD =
0.5157) effect consumer purchase related intention of organic foodstuff (M = 1.920, SD =
0.7212). The study is found to be steady with the previous literature. Operative approaches
can be resultant from the outcomes of this study by the marketing managers for various
brands and industries, government agriculture related ministries.
Keywords: Subjective, norms, attitude, perceived, behavioral, health, consciousness,

knowledge, organic, purchase intention
TABLE OF CONTENTS
Abstract......................................................................................................................................ii
1. Chapter 1: Introduction......................................................................................................6
1.1. Introduction.................................................................................................................6
1.2. Problem Statement:.....................................................................................................8
1.3. Research Questions.....................................................................................................8
1.4. Objectives....................................................................................................................8
1.5. Gaps............................................................................................................................9
1.6. Contribution..…………………………………………………………………………9
2. Chapter 2: Literature Review...........................................................................................10
2.1. Introduction...............................................................................................................10
2.2. Grounding of Conceptual Framework......................................................................12
2.2.1. Purchase Intention.............................................................................................12
2.2.2. Subjective norm.................................................................................................12
2.2.3. Personal attitude.................................................................................................12
2.2.4. Perceived behavior control................................................................................13
2.2.5. Knowledge.........................................................................................................13
2.2.6. Health conciousness...........................................................................................14
2.2.7. Conceptual Framework......................................................................................15
3. Methodology........................................................................................................................15
3.1. Introduction...........................................................................................................15
3.2. Research Design....................................................................................................15
3.3. Population..........................................................................................................16
3.4. Sample Size.......................................................................................................16
3.5. Sampling Technique..........................................................................................16
3.6. Instrument .........................................................................................................17
3.6.1. Subjective norm scale....................................................................................17
3.6.2. Personal attitude scale....................................................................................17
3.6.3. Perceived behavior control ccale...................................................................17
3.6.4. Health conciousness scale..............................................................................18
3.6.5. Knowledge scale............................................................................................18
3.6.6. Purchase Intention Scale................................................................................18
3.6.7. Descriptive Statistic...........................................................................................18
3.6.8. Relaibility..........................................................................................................19
3.6.9. Exploratory Factor Analysis EFA.....................................................................19
3.6.10. Correlation.....................................................................................................20
3.6.11. Regression Analysis.......................................................................................20
4. CHAPTER 4: RESULTS.........................................................................................20
4.1. Introduction...........................................................................................................20
4.2. Respondents’ Profile.............................................................................................20
4.3. Descriptive Statistics.............................................................................................21
4.4. Reliability of the constructs...................................................................................22
4.5. Exploratory Factor Analysis (EFA)......................................................................23
4.6. Correlation.............................................................................................................23
4.6.1. Subjective norm.....................................................................................................24
4.6.2. Personal attitude....................................................................................................24
4.6.3 Personal behavior control......................................................................................24
4.6.4 Health conciousness...........................................................................................24

4.6.5. Knowledge.........................................................................................................25
4.7. Regression Analysis...........................................................................................26
4.8. Hypothesis testing results..................................................................................26
4.9. Discussion..........................................................................................................27
5. CHAPTER 5: CONCLUSION, SUGGESTION, LIMITATION AND FUTURE

RECOMMENDATION AND MANGERIAL IMPLICATION.............................................28
5.1. Conclusion................................................................................................................28
5.2. Suggestion.................................................................................................................28
5.3. Limitation and Future Recommendation..................................................................29
5.4. Managerial Implication.............................................................................................29
6. References............................................................................................................................31
1. Chapter 1: Introduction
1.1 Introduction
Researchers and practitioners are becoming more interested in the elements that influence
organic food consumption as a result of environmental and health concerns. However, in poor
developing countries like Pakistan, least observation besides consideration is contributed against
genuine additive-free nourishment purchasing habits. (Akbar et al, 2019). Organic sustenance
understanding can be done like chemical-free eatables inclusive of all additives, artificial
ingredients along-with genetically-modified/genetically engineered according to a previous
study. Furthermore, additive free sustenance perhaps unable to get exposed against radiance.
(Gad Mohsen & Dacko, 2013; NGUYEN & TRUONG, 2021). The aspiration to acquire special
products and facility under a time-bounded mount can be known or define to be buying intention.
(Ling, Chai, & Piew, 2010; Naseri, 2021). Organic food demand is gradually increasing, and
food firms are responding by developing new organic food products to gain a competitive
advantage in the marketplace. (Konuk, 2018; Meredith & Willer, 2016). Shopping natural
sustenance is now considered as a way out for supporting along-with conserve people one's
health and battle the progression of the detrimental impacts of pesticides and chemical
components in the current era of global economy dependent largely on industry.(de Boer & Bast,
2018; Ghali-Zinoubi & Toukabri, 2019; King et al., 2017; Weng & Neethirajan, 2017).
Considerably in foregoing decade it appears to observe that there is tremendous hike upward
global demand for organic food items. Shopper acumen towards natural sustenance being
shielded, healthy, noteworthy, along-with full of reliability fuel this trend.(Hsu & Chen, 2014;
Popa, Mitelut, Popa, Stan, & Popa, 2019). With aforementioned advent of food production
techniques, there has been a tremendous increase in food output and diversification. However,
the widespread use of these chemicals has resulted in an increase in the occurrence of a variety
of diseases, including cancer, obesity, and heredity.(Waqas & Hong, 2019). Concerns about the
environment, nutrition, health, and other related issues have led to a steady increase in the use of
organic foods and beverages around the world. (ASSOCHAM & EY, 2018; Dangi, Narula, &
Gupta, 2020; Schlatter, Trávníček, Lernoud, & Willer, 2020).
A total of 5 independent variables and 1 independent variable were chosen at random from a
previous research study. The subjective norm is the first independent variable. Subjective Norms
can be created by gathering thorough information on organic foods via social media networks.
Because of technical advancements, consumers in even the poorest countries can easily access
these channels. Because social media platforms like WhatsApp, WeChat, Facebook, and Twitter
can rapidly transmit information to all users, the importance of Subjective Norms as a predictor
of purchase intent has risen.(Al-Swidi, Huque, Hafeez, & Shariff, 2014). The second variable is
Personal Attitude, which refers to the person's level of approval or disapproval of the goal
behavior. (Ajzen, 1991). In general, in PBC, a more positive attitude toward the behavior and
barriers (such as a greater price) strengthens the intention to carry out the behavior.(Ajzen, 1991;
Dangi et al., 2020). Organic food is thought to be helpful by consumers, and this favorable
attitude has had a significant impact on organic food purchase intentions (Chu, 2018; Hassan,
Yee, & Ray, 2015; Suprapto & Wijaya, 2012). Perceived behavior control, which is one of the
determinant elements of an individual's intention to purchase, is our third randomly picked factor
(Awan, Siddiquei, & Haider, 2015). The independent PBC variable is a precursor for a discretion
purpose referring towards discretion apprehension of the difficulty and ease with which they can
carry out an activity (Ajzen, 1991; Hasan & Suciarto, 2020b). Level of PBC that is considered to
be forerunner for a discrete purpose and referring lone assessment of the difficulty and ease with
which they can carry out an activity (Ajzen, 1991). It can also be explained by the fact that TPB
has been widely used to anticipate and understand human behavior in a range of sectors. (Ariffin,
Dihanan, & Wahid, 2019; Elseidi, 2018; Haro, 2018; Lada, Tanakinjal, & Amin, 2009).
Knowledge is the fourth decisive factor. The more people know about organic foods and their
health benefits, the more likely they are to buy them. People with low levels of knowledge and
education, on the other hand, may have a different perspective on organic foods. (Al-Swidi et al.,
2014). The conclusion is that product knowledge influences buying intent (Limsuwan, 2019; Lin
& Chen, 2006). Health Consciousness is the final independent variable. Concern about one's
health "The public especially the one is health conscious because of their critical health together
with distressed for overall health’s sake" be consumers who usually bother for themselves
fitness. Those people desire for getting reasonable extension for coping up and improve their
health and quality of life" (Kraft & Goodell, 1993; NGUYEN & TRUONG, 2021).
1.2 Problem Statement
On the way towards advent of sustenance manufacturing methods, outstanding gain in

nourishment food output together with heterogeneity. Nevertheless, extensive consumption of
additive containing nutrition significantly risen the occurrence of a lots of maladies, including
contagion, corpulence along-with heredity. End users sustenance intake habits recently set about
metamorphosing as a result of people anxiety (Waqas & Hong, 2019). Fiber is becoming more
popular among shopper while seen to be in good shape besides more environmentally affable.
Fiber purchasing desire have risen significantly in first world nations, nevertheless they remain
rock bottom in Pakistan (Raza et al., 2019).
1.3 Research Questions
Hinging over aforementioned dependent elements discourse below mentioned are developed
exploratory questions:
1. What is the effect of subjective norm on purchase intentions of organic food?

2. What is the effect of personal attitude on purchase intentions of organic food?
3. What is the effect of perceived behavioral control on purchase intentions of organic in nature
foodstuff?
4. How knowledge can be value added for purchase intentions of organic food?
5. What is the effect of health related consciousness on purchase intentions of organic food?
1.4 Objectives
Notwithstanding the satisfaction, natural foodstuff utilization seems still relatively below
benchmark, highlighting profitable possibilities of natural fiber business all over Pakistan that
could get distantly developed. It is critical to assess the elements that influence an sole person
desire to purchase natural goods (Raza et al., 2019).
Following with aforementioned fact-finding question and the hypothesis, five intents are
structured for our ongoing research:
1. To pinpoint the effect of subjective norm towards purchase related intentions of organic
in nature foodstuff.
2. To pinpoint the consequence of personal attitude on purchase intentions of organic food.
3. To pinpoint the consequence perceived behavioral control (PCB) on purchase related
intentions of organic in nature foodstuff.
4. To pinpoint the consequence of knowledge of organic in nature foodstuff on purchase
related intentions of organic in nature food stuff.
5. To pinpoint the consequence of health related consciousness on purchase related
intentions of organic in nature foodstuff.
1.5 Gap & Contribution:

1.5.1 Gap
Researchers and practitioners are becoming more interested in the elements that influence
organic food consumption as a result of environmental and health concerns. However, in
developing countries like Pakistan, least observation besides consideration is contributed against
genuine additive-free nourishment purchasing habits (Akbar et al., 2019). When environmental
pollution, ecological imbalance, diseases, and other issues threaten humanity's survival and the
planet's long-term growth, organic food production and consumption are becoming increasingly
important in both developed and developing countries, such as Pakistan. Organic food purchases
have been made by consumers in a number of countries, and these purchases are seen as part of
their contribution to environmental protection and global preservation (Le & Nguyen, 2022).
1.5.2 Contribution
It’s been our initiation on this scope of research/study for exploring factors affecting mankind
intent for purchasing organic in nature foodstuff. Furthermore, it is important to note that very
less research has been done and people have recognition about this concern. We are the one of
them who observe at buyer’s insights on factors that are subjective norms, personal attitude,
perceived behavioral control, knowledge and health related consciousness, whenever there is
desire of buying organic in nature goods.
2. Chapter 2: Literature Review
2.1 Introduction
In one past research it was estimated that there has been vague evaluation regarding
patterns of consumption of natural products because numerous factors impact area of election of
natural items (Ahmad et al., 2019; Vabø & Hansen, 2014). Nowadays purchasers have been seen
alerted besides worried regarding standard, green purchasing of natural goods. Accelerating want
for natural products has reasoned a significant rise in trade of natural products globally.(Ayyub,
Asif, & Nawaz, 2021; Kushwah, Dhir, & Sagar, 2019)Extensive rise in number of people of
Pakistan excessive utilization of pest killers regarding natural fertile land seeding has made alert
and concerned among scientist and government the eco system issues involving shortage of
aquatic resources along with polluted wells, smogginess, tree cut downs, dry lands, storms,
hurricane and shortage of overall agricultural resources within past 10 years(Bank, 2015; Sandhu
& Fauzi, 2019). That is why relevant official departments are doing their best for spreading
awareness to keep the public remember and learn about eco system sustainability (Sandhu &
Fauzi, 2019).
As of 2014, total global sales of organic food items had grown at an exponential rate, reaching
roughly 80 billion US dollars (Asif, Xuhui, Nasiri, & Ayyub, 2018; Helga Willer, Lernoud, &
Kilcher, 2016). Although industrialized economies such as North America and Europe eat the
majority of organic food (90 percent of overall natural sustenance utilization), the larger number
of natural goods manufacturers (exceeding eighty-six percent) be situated mostly under emerging
nations (Helga Willer et al., 2016). Despite the fact that developed economies such as North
America and Europe consume the majority of organic food (90 percent). The explosive
expansion of the natural products trading area especially in Asia’s most nations indicates
growing customer worried regarding natural goods supply besides production in emerging
nations as a result of improved quality of life and a shift in perception out of regular to high
nutritious eating habits. (Al-Swidi et al., 2014). Agriculture is considered Pakistan's most
important sector, accounting for over 20% of the country's GDP. (Finance, 2017). Organic
farming was practiced on 43,664 hectares in Sri Lanka and 22,103 hectares in Pakistan,
respectively. Between 2005 and 2010, a large count of manufacturers/producers of Pakistan
expanded considerably, starting with 29-1046 under a short period of half decade (Al-Swidi et
al., 2014; H Willer, Lernoud, & Kilcher, 2013). Organic items were found to be 10-30% more
expensive than generic products in Pakistan. The high cost of organic food puts it out of reach
for Pakistan's main consumer market, the lower to middle income group. One past study
considering Pakistan with a statement that cost bearing natural sustenance goods were at least ten
to thirty % more costly as compare to non-genetically modified items. It is also stated that since
the retail rate of natural goods are getting costly rapidly, it is somehow analyzed that these
chemical-free items are stick out from the weekly budget of masses those lay in mid to
bottommost category people despite they are the most crucial influencers of market of Pakistan.
Furthermore, one other past report came to an conclusion to explain a fact that naturally
produced sustenance and goods have availability at most premium shops besides is supply chain
system is hampering possible widening chance of natural sustenance besides other goods.
(Husnain, Khan, & Mahmood, 2017; Sana et al., 2018).
Natural sustenance manufacturing has increased dramatically either in evolved together with
emerging nations. According to 2015 research, international trading of natural foods was
predicted to be worth $81.6bn. Asia's proportion of natural goods trade has heightened, also it
has bestowed around 9.88mn acres of land for natural goods cultivation. Natural goods are also
well-received in India, Japan, S. Korea, Furthermore, Taiwan (Sana et al., 2018). In whole world,
Pakistan is considered to be a nation with roughly 84532 acres of natural fertile capable land
with more than 110 natural goods growers, although it just bestow 0.1 percent to the global
natural goods productions (Raza et al., 2019).
Natural goods manufacturing besides processing in Pakistan began in 2010 as a result of

N.A.R.C besides one of famous non-governmental organization tireless efforts. (Husnain et. al
2017) (Waqas & Hong, 2019). Natural sustenance is grown by 1/3 percent cause by agricultural
community in 2018, along with the number is expected to hike further to quadruple within a
decade as consumer consumption for natural goods increases. Organic production lands of
Pakistan have been recognized with the body of Holland regarding natural manufacturing
organization following with disciplinary committee (Sana et al., 2018).
2.2 Grounding Factors of Conceptual Framework
2.2.1 Purchase Intention

The amount whereby end user believe organic in nature foodstuff as super food, delicious along with
supreme standard, as well as the level to which purchasing natural nourishment is contemplated
reasonable and prudent behavior (Centre, 2019). According to one more past study it can be easily
understand by examiner the cause of intention of purchasing of natural diet products since its genuinely
ascribe exactly mankind be convinced by (Hasan & Suciarto, 2020).
2.2.2 Subjective Norms

Subjective norms reflect how much social pressure there is to engage or not engage in a behavior
(Ajzen, 1991). Subjective norms are considered to be leading determinant that impact end user’s
commitment for buying specific item. Particularly in a country with a high level of social
engagement. People tend to follow the example set by the reference group's head, having
influences in the team members conduct plus actions (Basha, Mason, Shamsudin, Hussain, &
Salem, 2015) looked into the factors that influence organic food consumption in China.
These insights of subjective norm possibly will effect consumers in their personal judgment
practices, specifically their intentions for purchase of organic in nature foodstuff, as they
compact with the views of other individuals, who may have the control to significantly drive
impression to people on a exact item for consumption.(Teixeira et al., 2022)
Grounded on the overhead evidences, the first hypothesis can be developed as underneath.
H1: Subjective norms affects the purchase related intentions of organic in nature foodstuff
2.2.3 Personal Attitude

Having amount according a common man having positive rather negative opinion regarding habits under
query can be understand to be attitude of a sole man (Asif et al., 2018; Irianto, 2015). According to the
theory of planned behavior, knowing how people feel regarding purchasing rather utilizing goods seems
additional telling as compared to directly knowing how they rate it (Ajzen, 1991; Asif et al., 2018).
Attitude, that can be observed interpreting a definite along with significant link with desire for purchasing
natural goods, could be nearer determinant (Kozup, Creyer, & Burton, 2003).
Studies in papers published previously on intentions to purchase of the food that is organic in
nature specially in developing economy countries, it is quite a significant factor inducing
customers’ foodstuff intentions to purchase that is related to organic in nature foodstuff is
personal attitude (Wang et al., 2019) since the personal attitude will stimulus customer intake
principles and intention to buying to the green item for consumption for customer(Paço et al.,
2019) (Latip et al., 2021)
An optimistic personal attitude to organic foodstuff is a preliminary point to encourage the
customers for utilization of organic foodstuff. Research papers published previously also
revealed affirmative results of the effect of personal attitudes to the intention to purchase of
organic nature of foodstuff. (Kusumaningsih et al., 2019) Grounded on the overhead evidences,
the second hypothesis can be developed as underneath.
H2: Personal Attitude affects the purchase related intentions of organic in nature foodstuff
2.2.4 Perceived Behavior Control

PBC is a precursor of a person goal mentioning to a sole hunch of the difficulty and ease with
which they can carry out an activity (Ajzen, 1991; Hasan & Suciarto, 2020a).
PBC is measured as a main suppressed variable that effects the variety of organic in nature
foodstuff list of options. Al-Swidi et al. (2014), established the substantial effects of PBC on
intention to purchase organic in nature foodstuff. (Ahmed et al., 2021)
Grounded on the overhead evidences, the third hypothesis can be developed as underneath.
H3: Perceived behavioral control (PBC) affects the purchase related intentions of organic in
nature foodstuff
2.2.5 Knowledge
According to previous studies, consumers need to know the product they are purchasing in order
to satisfy their needs (Ghali, 2020). This knowledge is also crucial for the consumer decision-
making process(Ghali, 2020). Previous studies indicate that absence of understanding regarding
natural agricultural methods, particularly in emerging nations, seen as hurdle for purchasing this
type of products (Sana et al., 2018). When consumers have higher knowledge related to organic
products then their tendency to buy organic food is also high (Sulaiman et al., 2020)
Various previously published studies show that green products like organic foodstuff knowledge
clearly effects purchase related intentions of organic in nature food products. Presently, the
framework of the study residues on emerging economies, where the organic in nature foodstuff
market place is in its early phases. Thus, this study purposes to observe the starring role of
knowledge in the whole purchase related intentions of organic in nature foodstuff. (Wang et al.,
2019)
Grounded on the overhead evidences, the fourth hypothesis can be developed as underneath.
H4: Knowledge affects the purchase related intentions of organic in nature foodstuff
2.2.6 Health Consciousness

Mentioned factor category people are motivated to stay healthy and improve and/or maintain
their quality of life by taking preventative steps to limit the fear of ill health but could be induced
(Waqas & Hong, 2019). In this sense, HC can be defined as the level of involvement people have
in controlling along with getting engaged in health-related activities (Moorman & Matulich,
1993) (Iqbal et al., 2021). If personal health consciousness rises, the factor of intention to buying
organic in nature foodstuff will rise surely (Kusumaningsih et al., 2019). Also, Studies in former
papers have verified that health related consciousness is one of the key element inducing the
intentions to purchase of organic in nature foodstuff (Chryssochoidis 2000, Gould 1988).
Though, Michaelidou and Hassan (2008) challenged that claim, show that health related
consciousness may, utmost, simply have an secondary effect on intention to purchase organic in
nature food stuff (Meireles, 2018)
Grounded on the overhead evidences, the fifth hypothesis can be developed as underneath.
H5: Health Consciousness affects the purchase related intentions of organic in nature foodstuff
Figure 1: Conceptual Frame Work
3. Chapter 3: Methodology
3.1 Introduction
In the earlier chapter of literature review, the conceptual model and construct used to frame
the conceptual model for this study were pondered discussion in detail. Current chapter of
research methodology is pondered discussion in detail. The research methodology will be
comprised of research design, quantitative analysis, and population, scales customized for data
collection, reliability and validity of those scales, sample size, research strategies and sampling
technique implemented for evaluating the hypotheses. This part of the study will customize a
strategy for the readers to be familiar with how the study was conceded, which tools were
engaged, which methods were got into usage and their significance for this specific investigation
study.
3.2 Research Design

Our methodology of this MBA research project is been executed by some general steps. The
research design is embodied with survey data analysis. Descriptive research/method has been
applied to identify, and comprehend the pragmatic or pessimistic out-turn between our
haphazardly chosen independent factors with Purchase related Intention of organic in nature
foodstuff that is our dependent variable.
3.3 Population
Population states that the set, cluster or group of all the elements or units on which the outcomes
of the study are to be implied, applied or we can suggest that it contains of all the elements or
units on which the outcomes of study can be applied.(Shukla, 2020)
One exploratory past research assessment mentioned that Pakistan’s population is 210 million as
per 2017 census (Wazir & Goujon, 2021) and Karachi’s current population is 2.4 crore (Ahmed
et al., 2018)(Sarwar et at., 2013).
3.4 Sample Size

Sample size can be well-defined as the subset or sub cluster of a population essential to make
sure that there is a satisfactory volume of info to pull conclusions (Sekaran & Bougie, 2010), or
basically it discusses about the integer of respondents or observations to be included in a study
(Memon et al., 2020)
296 were in total respondents and 251 were valid respondents filled out form from an
approximate sample size of five hundred (500) (Nisar et al., 2021). 26.3% were female who
filled the form and 73.7 percent were male. Questionnaire survey was floated majorly through
via free Google forms platform and in person too.(Sohu et al., 2020). Survey has been done with
masses. Specific age, gender, salary slab etc. are not focused but it is assumed that the buyers of
organic food are of high-income category.
3.5 Sampling Technique

Important to considerate the value of research in perspective, mainly with respect to their input to
the widespread quantitative, qualitative concept advancement cycle is that no any sample can
accomplish all possible study demands. (Cash et al., 2022)
Thus, while observing away from a single research, it is essential to think through how
amalgamations of samples can be utilize to alleviate individual flaws and maximize combined
strengths (Onwuegbuzie & Leech, 2007; Teddlie & Yu, 2007)
Non-probabilistic sampling is used for our construct. The one implemented is Convenient
sampling. Our close ended questionnaire is endorsed from past research study that include our
factors involved that is (OSMAN et al., 2020), (Iqbal et al., 2021) and (He et al., 2019). (Wang et
al., 2019) due to considerable measurement for our construct. Moreover, test of accumulated data
that got converted in MS Excel .csv type file was uploaded on SPSS statistical software for most
exact outcome. The test applied are normality for skewness and Kurtosis to remove outliers then,
reliability, validity, correlation following with regression analysis. (Sohu et al., 2020)
3.6 Instrument
Instrument is the common term that scholars use for a extent of measurement of device (test,
questionnaire, survey etc.) (Rundown, 2022)
The instrument comprises of 30 items as per the conceptual model used in the study at indicator
alongside with other linked items. The instrument is constructed on 5 points likert scale. The
scale covers questions for each the independent and dependent variable which is conferred in the
segment below. In the instrument 1 shows strongly agree and 5 shows strongly disagree.
3.6.1 Subjective norm scale

Subjective norm may have the control to significantly drive impression to people on an exact
item for consumption.(Teixeira et al., 2022). Subjective norm scale for this research consist 5
points likert scale (1-5). In the instrument 1 shows strongly agree and 5 shows strongly disagree
for the features available in subjective norms. The reliability calculated for this scale in the
previous literature is 0.616 (Mhlophe, 2016)
3.6.2 Personal attitude scale
An optimistic personal attitude to organic foodstuff is a preliminary point to encourage the
customers for utilization of organic foodstuff. Personal attitude scale for this research consist 5
points likert scale (1-5). In the instrument 1 shows strongly agree and 5 shows strongly disagree
for the features available in personal attitude. The reliability calculated for this scale in the
previous literature is 0.92 (Shin & Hancer, 2016)
3.6.3 Perceived Behavioural Control scale
PBC is measured as a main suppressed variable that effects the variety of organic in nature
foodstuff list of options. (Ahmed et al., 2021). Perceived behavioral control PBC scale for this
research consist 5 points likert scale (1-5). In the instrument 1 shows strongly agree and 5 shows
strongly disagree for the features available in PBC. The reliability calculated for this scale in the
previous literature is 0.82(Shin & Hancer, 2016)
3.6.4 Health Consciousness scale
If personal health consciousness rises, the factor of intention to buying organic in nature
foodstuff will rise surely (Kusumaningsih et al., 2019).
Health consciousness scale for this research consist 5 points likert scale (1-5). In the instrument 1
shows strongly agree and 5 shows strongly disagree for the features available in health
consciousness. The reliability calculated for this scale in the previous literature is 0.780
(Mhlophe, 2016)
3.6.5 Knowledge scale
Various previously published studies show that green products like organic foodstuff knowledge
clearly effects purchase related intentions of organic in nature food products. Presently, the
framework of the study residues on emerging economies, where the organic in nature foodstuff
market place is in its early phases. (Wang et al., 2019)
Knowledge scale for this research consist 5 points likert scale (1-5). In the instrument 1 shows
strongly agree and 5 shows strongly disagree for the features available in knowledge. The
reliability calculated for this scale in the previous literature is 0.862 (Amir Yusof Bin Amat et
al., 2020)
3.6.6 Purchase Intention scale
According to one more past study it can be easily understand by examiner the cause of intention
of purchasing of natural diet products since its genuinely ascribe exactly mankind be convinced
by (Hasan & Suciarto, 2020)
Purchase related Intention scale for this research consist 5 points likert scale (1-5). In the
instrument 1 shows strongly agree and 5 shows strongly disagree for the features available in
purchase related intention. The reliability calculated for this scale in the previous literature is
0.791 (Mhlophe, 2016)
3.6.7 Descriptive statistics
Normality Assessment: Normally normality test is done for parametric statistical analysis, and it
is done by two straight ways, it is either by numerical or a graphical way. The skewness and
kurtosis are the methods of numerical. The skewness value shows how data is symmetrically
distributed, while the value of Kurtosis shows the distribution peak (Al-Daqaf, 2021).
Zero values for both Skewness and Kurtosis shows that the distribution is normal perfectly,
similarly near to zero value of skewness and kurtosis shows data is distributed normal and
symmetric. Hence the data is not distributed normally and is asymmetric when value of skewness
is other zero. Skewness value considered as high when values are exceeding the range (-1 or 1),
The high peak value is examined by the kurtosis-coefficient, and supposedly having this value
meaningfully other than from 3, it shows a data is distributed normally, but if kurtosis coefficient
is other than this, it shows that the data is not distributed normally (Altman&Bland, 1996) (Al-
Daqaf, 2021).
In order to get results having data normally distributed, The values of kurtosis must be in range
between (-3 to 3)(Dorić, 2009)(Al-Daqaf, 2021).
3.6.8 Reliability
The reliability of test items of the existent study is used to measure through Cronbach’s alpha
(Bonett & Wright, 2015)(Billah et al., 2020) Table 3 represents the items’ internal reliability;
that were established by computing the Cronbach’s alpha (Peterson, 1994) (Billah et al., 2020).
The value Cronbach’s alpha from 0.8 to 1, 0.6 to 0.79, and lower than 0.6 indicating good
reliability, satisfactory reliability, and that of poor reliability, respectively (Aditami, 2016)(Billah
et al., 2020).
3.6.9 Exploratory Factor Analysis (EFA)
The Kaiser-Meyer-Olkin Measure of random sample adequacy is a dimension that determines
the magnitude of changes in your factors that may be got about by important elements (Kiran et
al., 2020). For the data to be suitable, Kaiser-Meyer-Olkin (KMO) and Bartlett's Test must be
extended significant than the value 0.6 or 60%,
3.6.10 Correlation
Correlation is intended for discovering the extent of link between 2 construct in consideration.
Coefficient of correlation is the extent to measure such degree of association of the construct. In
general, 2 coefficients of correlation are used in submissions, namely: Pearson’s Product
Moment coefficient of correlation and spearman’s rank coefficient of correlation. This study
mainly reflects the claims of correlation of Pearson’s simple linear in discovering the association
among constructs. (Senthilnathan, 2019)
3.6.11 Regression Analysis
Regression test method is a quantitative technique used to measure the nature of associations
between one or more independent variables and a dependent variable. The simple form of
regression prototypes includes unidentified parameters (β), dependent variable (Y), independent
variables (X). (Methodology, 2022)
For fortifying the importance of the outcome from regression test the p-value can be considered,
which shows how trustworthy the regression is. The p-value should be less than 0.05 which
demonstrates that the outcome is significant with at minimum 95% assurance level. In case p-
value is less than 0.01 then this suggest that the outcome is significant with a minimum of 99%
assurance level (Nolan & Heinzen, 2008).
4. Chapter 4: Results
4.1 Introduction
In this chapter (Chapter 4) the outcomes from the analysis of the data composed for the research
are discussed with the support of tables. This chapter includes the respondents’ demographics.
4.2. Respondents Profile
The research survey in shape of questionnaires were requested to be filled by general

population of Pakistan, in which majority are from urban areas especially from Karachi.
Table 1 Respondents’ Profile
Variable Number Percentage

Gender Male 185 73.7
Female 66 26.3
Less than 30 years 143 56.8
31 to 40 Years 83 33.1
Age 41 to 50 Years 20 7.8
51 to 60 Years 3 1.3
60 & Above 2 1
Less than or equal to 40K 68 27
Rs.41K to Rs.90K 105 41.9
Income
Rs.91k to Rs.150K 49 19.6
More than Rs.151K 29 11.5
Matric 4 1.7
Intermediate/ A-Level 19 7.4
Bachelors 108 42.9
Education Masters 107 42.6
M.Phil 10 4.1
PhD 3 1.3
Total 251 100
4.3. Descriptive Statistics
To establish the data normality we have evaluated the descriptive statistic which is potted in
Table 2.
Table 2 Descriptive Analysis
Standard
+ Mean Skewness Kurtosis
Deviation
Subjective Norm 2.166 0.399 0.047 -0.416

Personal Attitude 1.734 0.589 0.107 -0.995
Perceived Behavioral Control 2.081 0.678 0.108 -0.272
Health Consciousness 1.941 0.379 -0.115 0.573
Knowledge 2.157 0.5157 0.122 -0.463
Intention to Purchase 1.920 0.7212 0.332 -0.505
In the above Table 2, Subjective Norm (Mean=2.166, SD= 0.399) has the Lowest skewness
value (0.047), and Purchase Intentions (Mean = 1.920, SD=0.7212) has the highest
skewness value (0.332). The value of Kurtosis for only one of item is in positive while all the
other items have a negative value of kurtosis, the highest value for Personal Attitude (Mean
=1.734, SD=0.589) is -0.995 and the lowest value of kurtosis is for Perceived Behavioral Control
which is (Mean=2.081, SD= 0.678) is -0.272.
The table 2 shows us that both skewness and kurtosis values are not below -1 & -3 nor above 1 &
3 respectively which shows that the data is normally distributed(Al-Daqaf, 2021)(Khan et al.,
2019)
4.4. Reliability of the constructs
The reliability of test items of the existent study is used to measure through Cronbach’s alpha
(Bonett & Wright, 2015)(Billah et al., 2020)
Table 3 Reliability
Constructs Cronbach’s Cronbach's

Alpha Alpha on No. Standard
Mean
standardized of items Deviation
item
Subjective 0.806 0.240 4 10.83 1.996
Norm
Personal 0.908 0.908 6 10.41 3.535
Attitude
Perceived 0.781 0.781 4 8.32 2.711
Behavioral
Control
Health 0.816 1.33 4 6.321 2.091
Consciousness
Knowledge 0.836 0.443 4 7.86 2.784
Intention to 0.926 0.926 5 9.60 3.606
Purchase
Over all 0.919 0.919 30 59.65 13.441
The above Table 3 illustrates the reliability for Intentions to Purchase is the highest one (α=
0.926, M=9.60, SD= 3.606) while the reliability for Perceived Behavioral Control is lowest
(α=.781, M=8.32, SD=2.711).
As the Cronbach’s alphas in this study were all quite higher than the value 0.6 and between the
value 0.8 to 1, the constructs were measured to have suitable reliability(Billah et al., 2020).
Cronbach’s Alpha value of the overall questionnaire was 0.889. Which is quite of significant as
it is much of greater than the benchmark value which is 0.7(Kamran & Siddiqui, 2019).
4.5. Exploratory Factor Analysis (EFA)
Validity is the ability of a constructor to measure accurately the concept being studied (Malhotra,
2007)(Ruswanti et al., 2019). Furthermore, construct validity states that the instruments tested
are truly in accordance with the theoretical concept (Malhotra, 2007)(Ruswanti et al., 2019).
Table 4: EFA for the constructs
Original Kaiser- Barley Test Cumulative Item
Constructs Items Meyer of Sphercity Factor Retained
Olkin loading
Subjective Norm 5 0.785
386.980; 54.923% 4
P=0.000
Personal Attitude 6 0.900
937.792; 63.122% 6
P=0.000
Perceived Behavioral 172.838; 50.110% 3
4 0.692
Control P=0.000
Health Consciousness 5 0.763
371.206; 54.234% 4
P=0.000
Knowledge 5 0.802
400.414; 57.522% 4
P=0.000
Intention to Purchase 5 0.884
948.114; 71.730% 5
P=0.000
For this study all the constructs Kaiser-Meyer-Olkin (KMO) and Bartlett's Test value exceeds
0.6 or 60% and P<0.05 respectively which suggest that the sample is suitable and acceptable
(Kaiser, 1974)(Kiran et al., 2020). The Kaiser-Meyer-Olkin KMO random sample competence
measure for each of the subscales ranging well above the required measurement,
demonstrating outstanding sampling relevance (Hutheson and safroniou, 1999)(Kiran et al.,
2020)
4.6. Correlation
Table 5: Correlation table
Subjective Personal Perceived Health Knowledge Intentions

Construct Norm Attitude Behavioral Consciousness to
Purchase
Control
Subjective 1
Norm
Personal 0.718** 1
Attitude
Perceived 0.644** 0.581** 1
Behavioral
Control
Health 0.543** 0.595** 0.371** 1
Consciousnes
s
Knowledge 0.600** 0.597** 0.534** 0.468** 1
Intention to 0.665** 0.767** 0.586** 0.534** 0.672** 1
Purchase
Significant Correlations is at the 0.01 level (two-tailed).
The correlation matrix indicates that all the constructs are positively & significantly related to
each other constructs. Majority of the constructs are within the range of +0.371 to +0.767, which
outlines the relationships are very strong. The correlation-coefficients of all other constructs are
not more than 0.9, and hence it suggests that multi-collinearity does not exist in these data.
(Kiran et al., 2020)
4.6.1. Subjective Norm
Table of Correlation indicates that the correlation value between subjective norm and purchase
intentions of organic food products is r(251) = 0.665 (p = 0.000< 0.01). This suggests that
Subjective Norm is significantly linked to the intentions to purchase of organic food products
with quite strong relationship. Thus, in this study we can say that subjective norm is supported.
(Kiran et al., 2020)
4.6.2. Personal Attitude
The correlation test results between Personal Attitude and intentions to purchase organic food
products shown in the table are r(251) = 0.767 (p= 0.000< 0.01), which can be resulted into a
very strong relationship. Consequently, Personal Attitude is resulted as supported as it is
significantly linked to the intentions to purchase organic food.(Kiran et al., 2020)
4.6.3. Personal Behavioral Control (PBC)

Table of Correlation tests indicates that the value r (251) = 0.586 (p=0.000 < 0.01) to be the
correlation between Personal Behavioral Control and intentions to purchase organic food. The
PBC is strongly related with intentions to purchase organic food in the coefficient. This means
that PBC is strongly linked to the decision to purchase organic food products. And the link is
supported.(Kiran et al., 2020)
4.6.4. Health Consciousness (HC)
Table of Correlation test indicates the correlation between Health Consciousness and the
purchase intentions of organic food products value is r(251)= 0.534 (p=0.000 < 0.01). The
Health Consciousness intensity is high/strong relationship in the coefficient. This suggest that the
Health Consciousness has a enormous impact on the decision to buy organic food products.
Thus, HC is supported.(Kiran et al., 2020)
4.6.5. Knowledge
Table of Correlation test indicates that the correlation between Knowledge and the purchase
intentions to organic foods is r(251)= 0.672 (p=0.000 < 0.01). The Knowledge intensity is
high/strong relationship in the coefficient. This means the knowledge has a enormous impression
on the decision or choice to purchase organic food products. Thus, this study suggest that
Knowledge is well supported.(Kiran et al., 2020)
4.7. Regression Analysis
Table 6: Regression Analysis
Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) -.608 .176 -3.454 .001
SN_M .140 .108 .077 1.299 .195
PA_M .556 .072 .454 7.747 .000
PBC_M .114 .053 .107 2.143 .033
HC_M .107 .089 .056 1.196 .233
KL_M .378 .069 .271 5.518 .000
a. Dependent Variable: PI_M
(M=Mean, SN= Subjective Norm, PA = Personal Attitude, PBC = Perceived Behavior Control, HC =
Health Consciousness, KL = Knowledge, PI = Purchase Intentions)
4.8. Hypothesis Testing Results

SN_M : Beta= 0.077, Sig = 0.195, t= 0.1.299
Positive but insignificant with no relationship
Subjective Norms (SN) obtain a calculated a significance value of 0.195> 0.05, so it can be
decisively conclude that the Subjective Norms (SN) has certainly no significant consequence on
Purchase Intention of organic food product (PI).
PA_M : Beta= 0.454, Sig = 0.000, t= 7.747

Positive and Significant and Strong relationship
Personal Attitude (PA) obtained a significance or implication value of 0.000<0.05, so it can be
decisively conclude that Personal attitude (PA) has a certainly positive significant effect on
Purchase Intention of organic food product (PI)
PBC_M: Beta= 0.114, Sig = 0.033, t= 2.143
Positive and significant and strong relationship
Perceived Behavioral Control (PBC) obtained significance or implication value of 0.033<0.05,
so it can be decisively conclude that Perceived Behavioral Control (PBC) has a certainly positive
significant effect on Purchase Intention of organic food product (PI)
HC_M : Beta= 0.107, Sig = 0.233, t= 1.196

Positive and insignificant and no relationship
Health Consciousness (HC) obtain a calculated a significance or implication value of 0.233>
0.05, so it can be decisively conclude that the Health Consciousness (HC) has certainly no
significant effect on Purchase Intention of organic food product (PI).
KL_M : Beta= 0.378, Sig = 0.000, t= 5.518

Positive and significant with strong relationship
Knowledge (KL) obtained a significance or implication value of 0.000<0.05, so it can be
decisively conclude that Knowledge (KL) has a certainly positive significant effect on Purchase
Intention of organic food product (PI)
Established on the results above obtained a quite significance value of 0.001 <0.05, it can be
decisively conclude that the variables PA, SN, PBC, HC, KL simultaneously influence / have a
joint influence on Purchase Intention of organic food product (PI).
4.9. Discussion
The Personal Attitude (PA) towards organic food product and Knowledge (KL) of organic
food products have the strongest effect among the three other variables constructs just as from
test results that it significantly effects purchase intention of organic food products, PBC-
Perceived behavioral control has a high notch score.
After PA-Personal attitude and KL-Knowledge, PBC-perceived behavior control also influences
purchase intentions of organic food products strongly just because of the control faith that has a
very high notch score and the strong point of the PBC-Perceived Behavioral control factor with
adequately moderate score.
While SN-subjective norms considering to have the lowermost effect as it was originated to have
no significant effect on organic food products as well as normative theory and enthusiasm to
observe with those with lower scores. SN-subjective norms that insignificantly influence
intentions to purchase organic food products are well supported by research from Miller (2005)
also (Hasan & Suciarto, 2020) that SN-subjective norms are the influence of external kind of
factors on customer intention to purchase organic food products.
Health consciousness is a major concern in purchase intentions of organic food products, but the
customer has assumed minute importance to purchase organic foods products. So it was
originated to have certainly no significant consequence on customers intentions to purchase of
organic food products and this literature is quite well supported by Durham and Andrade (2005);
Krystallis, and Chryssochoidis (2005); Padel, and Foster (2005); Suh et al. (2012); Yiridoe et al.
(2005) also. (Shrestha, 2020).
5. Chapter 5: Conclusion
The population of Pakistan have knowledge of organic food and positive approach to
purchase and utilization of organic food, but due to some external factors for example: poor GDP
per capita, organic food not easily available in markets and online, less variety of organic food
available, faithlessness on product etc, population don’t feel comfortable to purchase organic
food, this can be the reason why Pakistan contributes only 0.1% in organic industry , ultimately
population in Pakistan compromise health benefits which is the major concern.
This ordinary situation in turn don’t attract growers to expand to get organic food yield,
industrialist shows less interest to process organic food to increase its variety. This ordinary
situation of purchase intention of organic food results in complex or inefficient supply chain flow
among supply chain channel members.
5.1 Suggestion
Government of Pakistan needs to strengthen its agriculture machinery, for example:
1. They need to make food price control authority to work more efficiently to keep
maintaining government base ceiling and floor price of organic food.
2. Subsidize/ facilitate the organic food growers and industrialist in Pakistan
3. Launch awareness programs growers for efficient yields
4. Government need to make Food Control Authority more strong and efficient in order to
maintain government writ and faith.
Marketer needs to apply the Blue Ocean Strategy at each process of supply chain that is to create
new organic food market from existing conventional food market, also they need to spread health
awareness and long term health benefits from utilization of organic food via electronic media,
print media, and social media. In the end discounts and promotions make the organic product
point of attraction for customers.
5.2 Limitations and Future Recommendations

Limitation of this researched was that it focused on Population of urban areas of Pakistan,
since huge number of population of Pakistan lives in rural area where their source of income is
related with crops. Future recommendation can be to focus rural areas of Pakistan and to
integrate the factor of Organic food availability.
Another limitation of this research was that the population having any range of income was
focused. In Pakistan organic food considered as quite expensive which everyone cannot afford to
incorporate in their routine life therefore future recommendation is integrate sufficient range of
income in demography and integrate the factor of price elasticity.
5.3. Implication for Managers and Policy Makers

Results arrived from above research analysis is able to use by natural goods producers, all related
industries, government organizations and common man. As the research shows a positive effect of
personal attitude on purchase intention so it can be used by any common man to enhance their buying
attitude and consumption behavior. Similarly perceived behavior has also positive effect with purchase
intention so an individual can make up his/her mind and change their behavior while purchasing natural
goods keeping the view of negative impacts of conventional sustenance. According to the survey,
Pakistan needs rapid besides massive sales ideas for gaining public awareness regarding dominance of
consuming besides buying natural goods. Durable along with effective education system should be
implemented for extension of natural goods purchasing grounds. Listing besides posting user guides for
consuming natural foods that are recognized by regulatory bodies could be a good way of extensive
awareness. This campaign believed to be had possibilities to impact natural sustenance buying desire as
well as hike domestic trade. It can also assist in supplying the local demand market. Because uniform
scientific data is been waited for indication that organic food items are beneficial for body, ethical
processes implementation must be applied when running ads that equate sustenance food escorted with
fitness. To keep the ongoing analysis besides experimentation of natural goods utilization and trade,
presented conceptual framework besides selected factors may be amended accordingly. Lawmakers along
with natural goods manufacturers/wholesalers can both gain advantage from optimizing their marketing
and promotions(Baležentis, Galnaitytė, Namiotko, Novickytė, & Chen, 2018; Dangi et al., 2020).
Government regulators and organic food interest organizations can help to enhance the business through
subsidies besides concession to natural products growers, salespeople for expanding supply in natural
goods/sustenance market. To improve consumer trust, different forums like seminars in schools/colleges
besides hospital and acknowledgement programs must be done on a regular basis. Health consciousness
has a negative effect on purchase intention that can be improve by awareness and good education system
with proper implementation.
References
Al-Daqaf, H. (2021). the Examination of the Factors Effecting on Halal Cosmetic Purchase
Intention an Empirical Study on Yemen’ S Women. International Research Journal of
Modernization in Engineering Technology and Science, 10, 2582–5208. www.irjmets.com
Amir Yusof Bin Amat, Nurhanis Zahirah Binti Azhar, Hanan Nasuha Binti Osman, N. U. B. A.
M. (2020). Factors Influencing Purchase Intention Towards Figs-Based Products Hanan
Nasuha Bt Osman Diploma in Marketing Department of Commerce. April.
Billah, A., Rahman, M. A., & Hossain, M. T. Bin. (2020). Factors influencing Muslim and non-
Muslim consumers’ consumption behavior: A case study on halal food. Journal of
Foodservice Business Research, 23(4), 324–349.
https://doi.org/10.1080/15378020.2020.1768040
Cash, P., Isaksson, O., Maier, A., & Summers, J. (2022). Sampling in design research: Eight key
considerations. Design Studies, 78, 101077. https://doi.org/10.1016/j.destud.2021.101077
Hasan, H. N., & Suciarto, S. (2020). The Influence of Attitude, Subjective Norm and Perceived
Behavioral Control towards Organic Food Purchase Intention. Journal of Management and
Business Environment (JMBE), 1(2), 132. https://doi.org/10.24167/jmbe.v1i2.2260
Kamran, Q., & Siddiqui, D. A. (2019). The Impact of Emotional Advertising on Consumer
Buying Behavior for Home Appliance Products in Pakistan. Business and Management
Horizons, 7(1), 23. https://doi.org/10.5296/bmh.v7i1.14410
Khan, M. M., Memom, Z., & Kumar, S. (2019). Celebrity Endorsement and Purchase Intentions:
The Role of Perceived Quality and Brand Loyalty Institute of Business Management,
Karachi, Pakistan Zareena Memon Institute of Business Management Market Forces.
Market Forces (College of Management Sciences), 14(2), 99–120.
Kiran, P., Srivastava, A., Tiwari, S. C., & Ramaiah, T. S. (2020). Evaluating forces associated
with sentient drivers over the purchase intention of organic food products. Asian Journal of
Agriculture and Rural Development, 10(1), 284–297.
https://doi.org/10.18488/journal.1005/2020.10.1/1005.1.284.297
Ruswanti, E., Hapsari, N. P., Januarko, M. U., & Kusumawati, M. D. (2019). Analysis
Advertising, Sales Promotion, Personal Selling and Direct Selling on Purchase Intention
Vegetables in Retail West Jakarta. 100(Icoi), 657–662. https://doi.org/10.2991/icoi-
19.2019.115
Shrestha, S. K. (2020). Consumer Purchase Intention towards Organic Foods. Management

Dynamics, 23(1), 37–54. https://doi.org/10.3126/md.v23i1.35542
https://doi.org/10.1080/15378020.2020.1768040
19.2019.115
Kiran, F. (2021). Role of Health Literacy in Shaping Consumer Organic Purchase Intention : A
TPB- Based Perspective. 3(4), 641–651.
Raza, S., Shah, N., & Nisar, W. (2019). Consumer buying behavior of organic food with respect
to health and safety concerns among adolescents. Munich Personal RePEc Archive
(MPRA), April.
Sana, U., Latif, W. U., Ahmad, W., Jafar, M. S., Pervez, M., Ahmed, N., & XU, X.-R. (2018).
Willingness-to-pay for Organic Food in Pakistan: The Effect of Motivational Factors and
Mediated Role of Attitude. DEStech Transactions on Economics, Business and
Management, eced. https://doi.org/10.12783/dtem/eced2018/23996
Ghali, Z. (2020). Motives of Willingness to Buy Organic Food under the Moderating Role of
Consumer Awareness. Journal of Scientific Research and Reports, January 2019, 1–11.
https://doi.org/10.9734/jsrr/2019/v25i630200
Sana, U., Latif, W. U., Ahmad, W., Jafar, M. S., Pervez, M., Ahmed, N., & XU, X.-R. (2018).
Willingness-to-pay for Organic Food in Pakistan: The Effect of Motivational Factors and
Mediated Role of Attitude. DEStech Transactions on Economics, Business and
Management, eced. https://doi.org/10.12783/dtem/eced2018/23996
Shin, Y. H., & Hancer, M. (2016). The role of attitude, subjective norm, perceived behavioral
control, and moral norm in the intention to purchase local food products. Journal of
https://doi.org/10.1080/15378020.2016.1181506
Sulaiman, Y., Kan, W. P. E., & Salimon, M. B. (2020). Purchase intention towards organic food
among undergraduate students. WSEAS Transactions on Environment and Development, 16,
734–743. https://doi.org/10.37394/232015.2020.16.76
Ayyub, S., Asif, M., & Nawaz, M. A. (2021). Drivers of Organic Food Purchase Intention in a
Developing Country: The Mediating Role of Trust. SAGE Open, 11(3).
https://doi.org/10.1177/21582440211045076
https://doi.org/10.1080/15378020.2020.1768040
19.2019.115
https://doi.org/10.1080/15378020.2020.1768040
19.2019.115
Ghali, Z. (2020). Motives of Willingness to Buy Organic Food under the Moderating Role of
Consumer Awareness. Journal of Scientific Research and Reports, January 2019, 1–11.
https://doi.org/10.9734/jsrr/2019/v25i630200
Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. (2021). Health
Consciousness, Food Safety Concern, and Consumer Purchase Intentions Toward Organic
Food: The Role of Consumer Involvement and Ecological Motives. SAGE Open, 11(2).
https://doi.org/10.1177/21582440211015727
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase
intention in Tanzania and Kenya and the moderating role of knowledge. Sustainability
(Switzerland), 11(1). https://doi.org/10.3390/su11010209
Waqas, A., & Hong, C. (2019). Study on Consumer Behaviour and Food Safety of Organic
Products in Pakistan. E3S Web of Conferences, 78.
https://doi.org/10.1051/e3sconf/20197802021
Centre, L. I. (2019). www.econstor.eu. https://doi.org/10.2478/revecp-2019-0003

Ahmed, N., Li, C., Khan, A., Qalati, S. A., Naz, S., & Rana, F. (2021). Purchase intention toward
organic food among young consumers using theory of planned behavior: role of
environmental concerns and environmental awareness. Journal of Environmental Planning
and Management, 64(5), 796–822. https://doi.org/10.1080/09640568.2020.1785404
Ahmad, M. S., Jamil, A., Latif, K. F., Ramayah, T., Leen, J. Y. A., Memon, M., & Ullah, R.
(2019). Using food choice motives to model Pakistani ethnic food purchase intention
among tourists. British Food Journal.
Ahmed, W., Shaikh, Z. N., Soomro, J. A., Qazi, H. A., & Soomro, A. K. (2018). Assessment of
health literacy in adult population of Karachi: a preliminary investigation for concept-
based evidence. International Journal of Health Promotion and Education, 56(2), 95-
104.
Ajzen, I. (1991). The Theory of Planned Behavior: Organisational Behavior and Human (eds)
Decision Processes: Cliffs NJ, Preentice-Hall.
Akbar, A., Ali, S., Ahmad, M. A., Akbar, M., & Danish, M. (2019). Understanding the
antecedents of organic food consumption in Pakistan: Moderating role of food neophobia.
International journal of environmental research and public health, 16(20), 4043.
Al-Swidi, A., Huque, S. M. R., Hafeez, M. H., & Shariff, M. N. M. (2014). The role of
subjective norms in theory of planned behavior in the context of organic food
consumption. British Food Journal.
Ariffin, S. K., Dihanan, N. N., & Wahid, N. A. (2019). Investigating the factors affecting
consumer purchase intention towards halal organic food. Journal of Entrepreneurship,
Business and Economics, 7(2), 162-188.
Asif, M., Xuhui, W., Nasiri, A., & Ayyub, S. (2018). Determinant factors influencing organic
food purchase intention and the moderating role of awareness: A comparative analysis.
Food Quality and preference, 63, 144-150.
ASSOCHAM, & EY. (2018). The Indian organic market: a new paradigm in agriculture:
SSOCHAM and Ernst & Young New Delhi.
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting Halal purchase intention–
evidence from Pakistan’s Halal food sector. Management Research Review.
Ayyub, S., Asif, M., & Nawaz, M. A. (2021). Drivers of organic food purchase intention in a
developing country: the mediating role of trust. SAGE Open, 11(3), 21582440211045076.
Baležentis, T., Galnaitytė, A., Namiotko, V., Novickytė, L., & Chen, X. (2018). Are there
enough stimuli to develop sustainable farming in Lithuania? Management of
Environmental Quality: An International Journal, 30(3), 643-656.
Bank, W. (2015). Open data.
Basha, M. B., Mason, C., Shamsudin, M. F., Hussain, H. I., & Salem, M. A. (2015). Consumers
attitude towards organic food. Procedia Economics and Finance, 31, 444-452.
Chu, K. M. (2018). Mediating influences of attitude on internal and external factors influencing
consumers’ intention to purchase organic foods in China. Sustainability, 10(12), 4690.
Dangi, N., Narula, S. A., & Gupta, S. K. (2020). Influences on purchase intentions of organic
food consumers in an emerging economy. Journal of Asia Business Studies.
de Boer, A., & Bast, A. (2018). Demanding safe foods–Safety testing under the novel food
regulation (2015/2283). Trends in Food Science & Technology, 72, 125-133.
Elseidi, R. I. (2018). Determinants of halal purchasing intentions: evidences from UK. Journal of
Islamic Marketing.
Finance, M. o. (2017). Pakistan economic survey.
Gad Mohsen, M., & Dacko, S. (2013). An extension of the benefit segmentation base for the
consumption of organic foods: A time perspective. Journal of Marketing Management,
29(15-16), 1701-1728.
Ghali-Zinoubi, Z., & Toukabri, M. (2019). The antecedents of the consumer purchase intention:
Sensitivity to price and involvement in organic product: Moderating role of product
regional identity. Trends in Food Science & Technology, 90, 175-179.
Haro, A. (2018). Determinants of halal cosmetics purchase intention on Indonesian female
muslim customer. Journal of Entrepreneurship, Business and Economics, 6(1), 78-91.
Hasan, H. N., & Suciarto, S. (2020a). The influence of attitude, subjective norm and perceived
behavioral control towards organic food purchase intention. Journal of Management and
Business Environment (JMBE), 1(2), 132.
Hasan, H. N., & Suciarto, S. (2020b). The influence of attitude, subjective norm and perceived
behavioral control towards organic food purchase intention. Journal of Management and
Business Environment (JMBE), 1(2), 132-153.
Hassan, S. H., Yee, L. W., & Ray, K. J. (2015). Purchasing intention towards organic food
among generation Y in Malaysia.
He, Q., Duan, Y., Wang, R., & Fu, Z. (2019). Factors affecting consumers’ purchase intention of
eco‐friendly food in China: The evidence from respondents in Beijing. International
Journal of Consumer Studies, 43(5), 457-470.
Hsu, C.-L., & Chen, M.-C. (2014). Explaining consumer attitudes and purchase intentions
toward organic food: Contributions from regulatory fit and consumer characteristics.
Food Quality and preference, 35, 6-13.
Husnain, M., Khan, M., & Mahmood, H. (2017). An assessment of public and private benefits of
organic farming in Pakistan. JAPS: Journal of Animal & Plant Sciences, 27(3).
Iqbal, J., Yu, D., Zubair, M., Rasheed, M. I., Khizar, H. M. U., & Imran, M. (2021). Health
consciousness, food safety concern, and consumer purchase intentions toward organic
food: The role of consumer involvement and ecological motives. SAGE Open, 11(2),
21582440211015727.
Irianto, H. (2015). Consumers' attitude and intention towards organic food purchase: An
extension of theory of planned behavior in gender perspective. International journal of
management, economics and social sciences, 4(1), 17-31.
King, T., Cole, M., Farber, J. M., Eisenbrand, G., Zabaras, D., Fox, E. M., & Hill, J. P. (2017).
Food safety for food security: Relationship between global megatrends and developments
in food safety. Trends in Food Science & Technology, 68, 160-175.
Konuk, F. A. (2018). Price fairness, satisfaction, and trust as antecedents of purchase intentions
towards organic food. Journal of Consumer Behaviour, 17(2), 141-148.
Kozup, J. C., Creyer, E. H., & Burton, S. (2003). Making healthful food choices: the influence of
health claims and nutrition information on consumers’ evaluations of packaged food
products and restaurant menu items. Journal of Marketing, 67(2), 19-34.
Kraft, F. B., & Goodell, P. W. (1993). Identifying the health conscious consumer. Marketing
Health Services, 13(3), 18.
Kushwah, S., Dhir, A., & Sagar, M. (2019). Understanding consumer resistance to the
consumption of organic food. A study of ethical consumption, purchasing, and choice
behaviour. Food Quality and preference, 77, 1-14.
Kusumaningsih, D., Irianto, H., & Antriyandarti, E. (2019). Effects of health consciousness and
environmental attitude on intention towards organic food purchase. IOP Conference Series:
Materials Science and Engineering, 633(1), 6–12.
https://doi.org/10.1088/1757-899X/633/1/012052
Latip, M. S. A., Newaz, F. T., Latip, S., May, R. Y. Y., & Rahman, A. E. A. (2021). The
Sustainable Purchase Intention in a New Normal of COVID-19: An Empirical Study in
Malaysia. Journal of Asian Finance Economics and Business, 8(5), 951–959.
https://doi.org/10.13106/jafeb.2021.vol8.no5.0951
Lada, S., Tanakinjal, G. H., & Amin, H. (2009). Predicting intention to choose halal products
using theory of reasoned action. International Journal of Islamic and Middle Eastern
Finance and Management.
Le, M. H., & Nguyen, P. M. (2022). Integrating the Theory of Planned Behavior and the Norm
Activation Model to Investigate Organic Food Purchase Intention: Evidence from
Vietnam. Sustainability, 14(2), 816.
Limsuwan, P. (2019). Closing the health gaps of innovative products for an aging society:
exploring product knowledge, product attitude, and product innovation and intention to
purchase healthy diet innovation products for nursing care of the elderly in Thailand.
Paper presented at the 9th Global Conference on Business and Social Sciences on.
Lin, L. Y., & Chen, C. S. (2006). The influence of the country‐of‐origin image, product
knowledge and product involvement on consumer purchase decisions: an empirical study
of insurance and catering services in Taiwan. Journal of consumer Marketing.
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The effects of shopping orientations, online trust
and prior online purchase experience toward customers' online purchase intention.
International business research, 3(3), 63.
Meredith, S., & Willer, H. (2016). Organic in Europe-prospects and developments 2016:
IFOAM EU Group.
Meireles, P. (2018). The Impact of Health Consciousness on the Purchase Intention of Organic
Food. March, 74. https://repositorio.ucp.pt/bitstream/10400.14/26236/1/152116073 Patrícia
Meireles W.pdf
Methodology, B. research. (2022). Regression Analysis.
https://research-methodology.net/research-methods/quantitative-research/regression-
analysis/
Senthilnathan, S. (2019). Usefulness of Correlation Analysis. SSRN Electronic Journal, July.
https://doi.org/10.2139/ssrn.3416918
emon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020).
Sample Size for Survey Research: Review and Recommendations. Journal of Applied Structural
Equation Modeling, 4(2), i–xx. https://doi.org/10.47263/jasem.4(2)01
Mhlophe, B. (2016). Consumer Purchase Intentions towards Organic Food: Insights from South
Africa. Business & Social Sciences Journal (BSSJ), 1(1), 1–32.
https://doi.org/10.26831/bssj.2016.1.1.1-32
Nolan, S. A., & Heinzen, T. (2008). Statistics for the Behavioral Sciences. NY: Worth
Publishers.
Naseri, R. N. N. (2021). An Overview Of Online Purchase Intention Of Halal Cosmetic Product:

A Perspective From Malaysia. Turkish Journal of Computer and Mathematics Education
(TURCOMAT), 12(10), 7674-7681.
NGUYEN, D. T., & TRUONG, D. C. (2021). The impact of psychological and environmental
factors on consumers' purchase intention toward organic food: Evidence from Vietnam.
The Journal of Asian Finance, Economics, and Business, 8(1), 915-925.
Nisar, M. I., Ansari, N., Khalid, F., Amin, M., Shahbaz, H., Hotwani, A., . . . Rizvi, A. (2021).
Serial population-based serosurveys for COVID-19 in two neighbourhoods of Karachi,
Pakistan. International Journal of Infectious Diseases, 106, 176-182.
OSMAN, H. N. B., SANUSHI, M. A. Y. B. A., AZHAR, N. Z. B., & MALEK, N. S. U. B. A.
(2020). FACTORS INFLUENCING PURCHASE INTENTION TOWARDS FIGS-
BASED PRODUCTS.
Popa, M. E., Mitelut, A. C., Popa, E. E., Stan, A., & Popa, V. I. (2019). Organic foods
contribution to nutritional quality and value. Trends in Food Science & Technology, 84,
15-18.
Rundown, R. (2022). Instrument.
https://researchrundowns.com/quantitative-methods/instrument-validity-reliabilitySana, U.,
Latif, W. U., Ahmad, W., Jafar, M. S., Pervez, M., Ahmed, N., & Xue-Rong, X. (2018).
Willingness-to-pay for organic food in Pakistan: The effect of motivational factors and
mediated role of attitude. DEStech Transactions on Economics, Business and
Management(eced).
Sandhu, Y. A., & Fauzi, W. I. M. (2019). The predictors and consequences of personal norms in
context of organic food among Pakistani consumers. International Journal of Financial
Research, 10(3), 314-336.
Senthilnathan, S. (2019). Usefulness of Correlation Analysis. SSRN Electronic Journal, July.
https://doi.org/10.2139/ssrn.3416918
Sarwar, F., & Abbasi, A. S. (2013). An in-depth analysis of women’s labor force participation in
Pakistan. Middle-East Journal of Scientific Research, 15(2), 208-215.
Schlatter, B., Trávníček, J., Lernoud, J., & Willer, H. (2020). Organic agriculture worldwide:
Current statistics. FiBL-IFOAM, The world of organic agriculture. Statistics and
emerging trends, 31-136.
Sohu, J. M., Tian, H., Rahoo, L. A., Dakhan, S. A., Soomro, H. A., & Naveed, H. M. (2020).
Feasibility Study of Knowledge Management Establishment in Private Degree Awarding
Institute of Pakistan. IJCSNS Int. J. Comput. Sci. Netw. Secur, 20(12), 177-183.
Suprapto, B., & Wijaya, T. (2012). Model of consumer’s buying intention towards organic food:
A study among mothers in Indonesian. Paper presented at the International Conference on
Economics, Business and Marketing Management.
Shukla, S. (2020). Concept of Population and Sample. How to Write a Research Paper, June, 1–
6.
https://www.researchgate.net/publication/346426707_CONCEPT_OF_POPULATION_AN
D_SAMPLE
Teixeira, S. F., Barbosa, B., Cunha, H., & Oliveira, Z. (2022). Exploring the antecedents of
organic food purchase intention: An extension of the theory of planned behavior.
Sustainability (Switzerland), 14(1). https://doi.org/10.3390/su14010242
Vabø, M., & Hansen, H. (2014). The relationship between food preferences and food choice: a
theoretical discussion. International Journal of Business and Social Science, 5(7).
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase
intention in developing countries and the moderating role of knowledge. Sustainability,
11(1), 209.
Waqas, A., & Hong, C. (2019). Study on consumer behaviour and food safety of organic
products in Pakistan. Paper presented at the E3S Web of Conferences.
Wazir, A., & Goujon, A. (2021). Exploratory Assessment of the Census of Pakistan Using
Demographic Analysis. Journal of Official Statistics (JOS), 37(3).
Weng, X., & Neethirajan, S. (2017). Ensuring food safety: Quality monitoring using
microfluidics. Trends in Food Science & Technology, 65, 10-22.
Willer, H., Lernoud, J., & Kilcher, L. (2013). The World of Organic Agriculture Statistics and
Emerging Trends 2013 Research Institute of Organic Agriculture (FiBL): Bonn: Frickand
International Federation of Organic Agriculture Movement (IFOAM).
Willer, H., Lernoud, J., & Kilcher, L. (2016). The world of organic agriculture. Statistics and
emerging trends, 17.

Subayyal BADM Sunday Final 8 May 22

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Subayyal BADM Sunday Final 8 May 22

Uploaded by

Copyright:

Available Formats

Factors Towards Purchase Intentions on Organic Food in

A Project Report for

Business Analytics & Decision Making

Dr. Sufyan Ramish

Institute of Business Management (IoBM)

Keywords: Subjective, norms, attitude, perceived, behavioral, health, consciousness,

1.2. Problem Statement:.....................................................................................................8

1.3. Research Questions.....................................................................................................8

2.2. Grounding of Conceptual Framework......................................................................12

2.2.1. Purchase Intention.............................................................................................12

2.2.2. Subjective norm.................................................................................................12

2.2.3. Personal attitude.................................................................................................12

2.2.4. Perceived behavior control................................................................................13

2.2.6. Health conciousness...........................................................................................14

2.2.7. Conceptual Framework......................................................................................15

3.2. Research Design....................................................................................................15

3.5. Sampling Technique..........................................................................................16

3.6. Instrument .........................................................................................................17

3.6.1. Subjective norm scale....................................................................................17

3.6.2. Personal attitude scale....................................................................................17

3.6.3. Perceived behavior control ccale...................................................................17

3.6.4. Health conciousness scale..............................................................................18

3.6.5. Knowledge scale............................................................................................18

3.6.6. Purchase Intention Scale................................................................................18

3.6.7. Descriptive Statistic...........................................................................................18

3.6.9. Exploratory Factor Analysis EFA.....................................................................19

3.6.11. Regression Analysis.......................................................................................20

4.2. Respondents’ Profile.............................................................................................20

4.3. Descriptive Statistics.............................................................................................21

4.4. Reliability of the constructs...................................................................................22

4.5. Exploratory Factor Analysis (EFA)......................................................................23

4.6.1. Subjective norm.....................................................................................................24

4.6.2. Personal attitude....................................................................................................24

4.6.3 Personal behavior control......................................................................................24

4.6.4 Health conciousness...........................................................................................24

4.7. Regression Analysis...........................................................................................26

4.8. Hypothesis testing results..................................................................................26

5. CHAPTER 5: CONCLUSION, SUGGESTION, LIMITATION AND FUTURE

5.3. Limitation and Future Recommendation..................................................................29

5.4. Managerial Implication.............................................................................................29

On the way towards advent of sustenance manufacturing methods, outstanding gain in

1.3 Research Questions

1. What is the effect of subjective norm on purchase intentions of organic food?

1.5 Gap & Contribution:

Natural goods manufacturing besides processing in Pakistan began in 2010 as a result of

2.2.1 Purchase Intention

2.2.2 Subjective Norms

2.2.3 Personal Attitude

2.2.4 Perceived Behavior Control

2.2.6 Health Consciousness

3.2 Research Design

3.4 Sample Size

3.5 Sampling Technique

3.6.1 Subjective norm scale

4.2. Respondents Profile

The research survey in shape of questionnaires were requested to be filled by general

Table 1 Respondents’ Profile

Variable Number Percentage

4.3. Descriptive Statistics

Table 2 Descriptive Analysis

Subjective Norm 2.166 0.399 0.047 -0.416

Constructs Cronbach’s Cronbach's

Subjective Personal Perceived Health Knowledge Intentions

4.6.3. Personal Behavioral Control (PBC)