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Abstract

This study attempts to describe factors influencing consumer attitude and purchase intention of organic fruits in Yangon Market. A sample of 100 consumers is collected from organic fruit consumers who buy at organic food shops in Yangon Market. The objectives of the study are to describe factors influencing consumer attitude and purchase intention of organic fruits in Yangon Market and to analyze the influencing factors on consumer attitude towards purchase intention of organic fruits in Yangon Market. Questionnaires are used to collect data by using simple random sampling method. This study uses the descriptive research method and regression analysis. Theory of Planned Behavior is applied in this study. This analysis expresses that consumer knowledge and personal norm have a significant positive relationship on purchase intention towards organic food. Based on the result of the study, businesses should develop comprehensive educational campaigns that highlight the benefits of organic fruit. Businesses should use various channels such as social media, websites, blogs, and informational brochures to disseminate information about organic farming practices, reduced pesticide exposure, environmental sustainability, and the nutritional advantages of organic fruit. Moreover, businesses should partner with health experts, nutritionists, or dietitians to provide accurate and credible information about the health benefits of organic fruit. Expert endorsements and advice can significantly influence consumer knowledge and personal norms.

Author: YEE MON THWE