Tony Wijaya, Agung Utama, Anita Mustikasari, Zahrotush Sholikhah, Punitha Sinnappan
This research aims to identify and compare motive factors and barriers to Indonesia and Malaysia’s organic food consumption behaviour. The respondents of this survey research were the generation Z consumers in Indonesia and Malaysia. The data were collected using the purposive sampling technique and then analysed using CFA-SEM and ANOVA. Based on data analysis, the factors that become the motive for the consumption of organic food were health, safety, naturalness, environmental balance, and subjective norms factors. In contrast, consumption barriers were sellers’ availability, price, authenticity, income, and knowledge. Based on the testing of factors in the two consumer groups, it is known that there are significant differences in the motives factor between Indonesian and Malaysian respondents. Likewise, there is a significant difference in the barriers factor between Indonesian and Malaysian respondents as a whole, except for two factors, namely authenticity and price. Copyright © 2022 Inderscience Enterprises Ltd.
Faculty of Economic, Universitas Negeri Yogyakarta, Yogyakarta, Indonesia; Sunway University Business School, Selangor, Malaysia
