Consumers’ Perception Of Agricultural Market Products In Selangor: A Preliminary Study

Abstract

Pasar Tani, known as farmers markets, is an important direct-to-consumer market that allows non-farmers to purchase locally and offer sustainably grown produce and products. Besides that, state marketing promotional campaigns are becoming more popular as the market potential grows due to consumer interest in locally sourced foods. As a result, consumers gain access to local produce and products at lower prices while learning about their food, local products, and how they are produced. In addition, farmers keep some of their profits by increasing their interaction with customers to gain loyalty to their products. Understanding the factors that influence consumer motivations for purchasing sustainable agricultural products would provide producers and policymakers with more information to help improve economic development and farmer market growth. This study aims to examine the consumers' perception of agricultural market products in Selangor. The quantitative approach is used by distributing questionnaires to the consumers of Pasar Tani in Selangor. This study suggests that the trustworthiness, quality, and price of the agriculture products significantly impact their intention to purchase. Furthermore, economic value, wealth, and income level are important factors for consumers to choose sustainable products at the Pasar Tani. These findings are necessary to develop and maintain sustainable agricultural products.

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“…In Malaysia, fresh produce is commonly obtained through wholesale markets and hypermarkets/supermarkets [7], [8]. Agricultural challenges include production-consumption imbalance, oil palm bias, aging/unskilled farmers, low wages, unfair prices, reliance on imports, supply chain constraints, and market ignorance [9].…”