Organic food consumptions perspectives, motivators and barriers following an organic food intervention program: a qualitative study from urban communities

Ahmad Zamani, Nurul Afina (2023) Organic food consumptions perspectives, motivators and barriers following an organic food intervention program: a qualitative study from urban communities. [Project Paper] (Submitted)

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Abstract

Introduction: One needs a balanced diet, consistent exercise, good cleanliness, and enough sleep to lead a healthy lifestyle. Besides that, getting the correct ratio of daily nutrients such as vitamins, minerals, protein, fat, and other nutrients is also crucial to achieving ideal health. Over the years, the market toward organic food has grown as the consumer becomes aware of the health dimension of food nutrient intake and the impact of the agricultural sector on the environment. Customers who believe organic food is healthful are also less inclined to purchase conventional food, even if the cost of organic products is higher than expected. It is important to comprehend the perspective, motivators, and barriers to consume an organic diet in Malaysia given the growing demand for organic food items. Objectives: This study aimed to provide an understanding on the perspectives, experiences, and barriers following an organic food intervention program among urban communities. Methodology: This qualitative research thoroughly examines urban communities' perspectives, experiences, and barriers to organic food choices in their dietary practices following an organic food intervention program. In-depth interviews were conducted among eight (8) urban households at Bangi, Kajang, and Putrajaya. The study location was determined using the multistage cluster sampling method. The participant household was selected using a convenience and snowball recruitment method. Questionnaires and semi-structured interviews were conducted twice before and after the organic food intervention program. The interview session was audiorecorded until thematic saturation was achieved. The data were thematically examined by researchers using the ATLAS.ti software independently, with differences settled by the second researcher. Results and Discussion: A total of eight (8) Malay and Muslim households comprised of 8 adult parents (either mother or father) and 8 children participated in this study. Most were female, with six (75%) adults and four (50%) children. A total of seven (7) and eight (8) different themes were identified, respectively, before and after the organic food intervention program. Barriers to organic food consumption are price, familiarity, sensory appeal, convenience, and life circumstances. Eco-friendly, accessibility, education level, and health are the motivator of organic food consumption. Conclusion: This study has discovered a wide range of factors that positively and negatively influence organic food consumption, also known as motivators and barriers. Study respondents demonstrated positive experiences with organic food following the 16-day organic food intervention program. Keywords: Organic food, conventional food, knowledge and perspective, qualitative survey

Item Type:	Project Paper
Faculty:	Faculty of Medicine and Health Science
Depositing User:	Ms Norafizah Radzuan
Date Deposited:	17 Apr 2024 08:22
Last Modified:	17 Apr 2024 08:22
URI:	http://psaspb.upm.edu.my/id/eprint/1714

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