Purchasing intention towards organic food among Generation Y in Malaysia

Author(s): Siti Hasnah Hassan, Loi Wai Yee, Kok Jean Ray

Keywords: Consumer, food safety, health factors, Malaysia, organic food, perceived value, perception, purchasing intention

DOI:
 

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Abstract: This study questions whether bahulu, as an example of traditional food, can be marketed as a successful tourism product. To answer this question, the study explores tourists' food expectations when bahulu is treated as regular food, and when it is treated as a tourism product. From analyses of in-depth interview transcriptions with 22 willing tourists, the study found that food quality (objective and subjective/perceived) emerged as a top expectation in both cases. The study also managed to identify three components of food quality: sensory, functional, and symbolic components as specific aspects of bahulu as well as the peripherals that can be considered to add value to the attractiveness of the food as a tourism product.

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