Abstract:

Organic food products are less harmful but often more expensive than their non-organic equivalents. Cost-conscious consumers would prefer cheaper alternatives. Over the last decades, consumers’ health consciousness is driving the agro food industry. Healthier food products have entered the global markets rapidly gaining market share. Due to environmental concern, some consumers may favour organic food due to its environmentally-friendly supply chain. Organic farming methods adhere to standards requiring organic products bearing the organic label grown without the use of toxic and persistent pesticides. Innovations in digital technologies such as advanced data analytics, predictive modelling, and robotics are making farms more efficient. Biotechnology advances helps to create better and more abundant food. This study examines four factors (health consciousness, environmental concern, perceived value and social lifestyle) influence towards urban consumers’ patronage towards of organic produce. Organic producers and marketers are facing dilemma of not knowing factors that influence urban consumers’ patronage towards organic produce. Urban consumers would be more accepting towards innovation. Innovation adoption sets as a catalyst for our independent and dependent variables. This study aims to further improve strategies to enhance patronage of organic food produce among urban Malaysian consumers.