Abstract:The purpose of this study is to identify the factors which affect organic food purchasing and to explore the factors in which Covid-19 affects consumers’ purchase intention regarding organic food. The study started with an exploratory exercise, whereby in-depth interviews were conducted with Eighteen customers, using mall intercept techniques. Thematic analysis was used to examine data. The study results showed that cost, perceived value, social values, health consciousness, and purchase behaviour, Covid-19 ha… Show more
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