Motivational Factors to Consume Organic Food Products Among University Students in Kelantan

Abstract

Previous research has shown that organic food products have gained attention among consumers. However, studies on youth motivation towards consuming organic food products are still scarce. Therefore, this study investigates the motivation to consume organic food products by examining the relationship between consumer attitude, price perception, health concerns, and environmental concerns toward motivation to consume organic food products among public university students in Kelantan. Questionnaire surveys were distributed to a sample of 235 students from three public universities in Kelantan. The data were gathered and analyzed for descriptive, reliability, and correlation analysis using SPSS version 26. The study found that consumer attitude, price perception, health concern, and environmental concern were significantly correlated with the motivation to consume organic food products. This research contributes to the factors that motivate youth to consume organic food products. The study also provides information and resources for the food industry in providing organic food for university students. Future studies should provide qualitative data, investigate other potential factors influencing the motivations for organic product consumption, and expand the study with a larger and definitive population size.