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

Rukman, Hafizah (2023) Organic food consumption perspectives, motivators and barriers following an organic food intervention program: a qualitative study from rural communities. [Project Paper] (Submitted)

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Abstract

The consumption of organic food can positively impact physical, mental, and environmental health. However, various external and internal factors would influence and motivate consumers to purchase organic food. Several quantitative studies have examined the factors that affect food choices among different communities, but none has explored the perspectives and motivators of organic food choices using a follow-up organic food intervention program with qualitative approaches. Objective: This study aimed to provide insights into the perspectives, motivators, and barriers following an organic food intervention program among the rural communities from Klang Valley. Method: This qualitative study comprehensively explores rural communities' perspectives, motivators, and barriers to organic food in their dietary practices following an organic food intervention program. Nine (9) rural households from Sungai Pelek, Sepang, were recruited in this study; each family included one adult parent and one child to follow through the 16-day organic food intervention program. Study participants are required to follow a conventional diet for the first 4 days (Conventional phase 1; C1), followed by an organic diet for 7 days, and return to their conventional diet phase for the remaining 5 days (Conventional phase 2, C2). The study location was determined using the multistage cluster sampling method. A questionnaire was used to examine the perception of organic food before and after intervention program, while semi-structured questionnaire was used to qualitatively interviews respondents to investigate the barrier and motivators of organic food choices before and after the intervention program. The interview session was audio-recorded until thematic saturation was reached. Researchers thematically analysed the data independently using ATLAS.ti software with the differences resolved by the second researcher. Result: Perception of organic food accessibility, nutrition level, and price remains the same, while the response of perception on the organic diet, taste and variety changed before-after the intervention program. Before the organic food intervention program, eight (8) themes were identified from qualitative analysis: accessibility, price, food choices, variety, environmental concern, mood, health concern and taste. Following the 16-day organic food intervention program, another nine (9) themes were identified: accessibility, price, food choices, variety, taste, appearance, environmental concern, mood, and health concern. Conclusion: Different barriers to organic food consumption after joining the organic food intervention programs were identified, such as the high price, less accessibility, and less variety of organic foods influencing the consumers' decision-making to purchase organic foods. Keywords: Organic Food Intervention Program, Organic Foods, Conventional foods, Barrier and Motivators, Perception

Item Type:	Project Paper
Faculty:	Faculty of Medicine and Health Science
Depositing User:	Ms Norafizah Radzuan
Date Deposited:	11 Mar 2024 07:08
Last Modified:	11 Mar 2024 07:08
URI:	http://psaspb.upm.edu.my/id/eprint/1640

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