Consumer Perceived Value of Organic Vegetables: Does Ethnic Group Matter?

Abstract

This study examined the role of ethnic groups on factors influencing the perceived value of organic vegetables among consumers in Malaysia. An online survey questionnaire collected 385 responses. Partial least squares-structural equation modeling (PLS-SEM) was used to assess the validity, reliability, hypothesis testing, importance-performance map analysis (IPMA) of the study constructs. Partial least squares-multi-group analysis (PLS-MGA) was employed to examine whether there are significant differences among various ethnic groups. The findings revealed that food safety concerns, health concerns, and trust in organic food claim significantly influenced the consumer perceived value of organic vegetables. This study offers new findings regarding the role of ethnic groups in explaining significant differences among consumers toward the perceived value of organic vegetables. It also provides essential information to the ministry of agriculture, organic farmers, dealers, and retailers in developing marketing strategies and expansion plans to achieve higher household expenditures on organic vegetables.