Abstract:

Consumers’ health consciousness and environmental concerns has led some consumers to favour organic food over conventional choices. Advancements in biotechnology and food productions too has helped to create better and more abundant food. Additionally, the concept of perceived value of purchasing organic food and the impact of social lifestyle in food choices is also found discussed in relation to organic food patronage in recent literatures. Hence, this study measures the aforementioned four factors and their influence towards consumers’ patronage towards of organic produce. Consumers’ adoption of food technology and its association to their patronage of organic food produce is also examined, which has been rarely studied in previous works. Based on results of data analysis, social lifestyle seems to have the strongest association with organic food adoption and also towards food innovation adoption. This paper concludes with discussions on the findings and recommendations for further studies.