Journal of Applied Sciences1812-56541812-5662Asian Network for Scientific Information10.3923/jas.2015.570.575ThambiahSeethaletchumy KhinAye Aye MuthaiyahSaravanan YenYuen Yee 32015153Awareness of organic food consumption and green environment sustainability
toward a healthy living has become a crucial area of study in recent years.
Despite a large number of empirical literatures explaining the multi-cultural
food consumption behavior among different ethnic groups in Malaysia, the puzzling
reality remains that knowledge on Malaysian Generation Y customers
attitude and buying behavior towards organic food is not well addressed. Therefore,
this study aims to fill the research gap by investigating the organic food consumption
intention of Generation Y customer segment in Malaysian context.
The Theory of Planned Behavior underpins the conceptual framework and hypotheses
developed for this study. A total of 400 personally administered questionnaires
will be distributed to young adults, aged from 20-25 years old, based in Selangor,
Kuala Lumpur and Malacca via convenience sampling technique.]]>Achilleas, K. and S. Anastasios,2008110829839Ahmad, S.N.B. and N. Juhdi,20105105118Ajzen, I.,199150179211Ajzen, I.,200232665683Alba, J.W. and J.W. Hutchinson,198713411454Kumar, A. and H. Lim,200822568577Bakewell, C. and V.W. Mitchell,20033195106Disinger, J.F. and C.E. Roth,19921992Eze, U.C. and N.O. Ndubisi,201348413426Fishbein, M. and I. Ajzen,19751st Edn.,Pages: 578Pages: 578Hughner, R.S., P. McDonagh, A. Prothero, C.J. Shultz and J. Stanton,2007694110Lea, E. and T. Worsley,2005107855869Lee, K.,200826573586Lee, K.,2009268796Magnusson, M.K., A. Arvola, U.K.K. Hursti, L. Aberg and P.O. Sjoden,2001103209227Malhotra, N.K.,20106th Edn.,Pages: 1000Pages: 1000Ndubisi, N.O.,200843251277Ottman, J.,20072007Padel, S. and C. Foster,2005107606625Do Paco, A. and M. Raposo,200927364379Radman, M.,2005107263273Sekaran, U. and R. Bougie,20105th Edn.,Pages: 488Pages: 488Sekaran, U.,20064th Edn.,Pages: 464Pages: 464Shahnaei, S.,20123132140Soderlund, M.,200219861879Teng, P.K., G. Rezai, Z. Mohamed and M. Shamsudin,20112011pp: 917926Kolter, P. and G. Amstrong,20019th Edn.,Yeung, S.P.M.,200424101117Zepeda, L., H.S. Chang and C. Leviten-Reid,200623385394