; CONSUMER PERCEPTIONS ON THE CONSUMERISM ISSUES AND ITS INFLUENCE ON THEIR PURCHASING BEHAVIOR: A VIEW FROM MALAYSIAN FOOD INDUSTRY
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CONSUMER PERCEPTIONS ON THE CONSUMERISM ISSUES AND ITS INFLUENCE ON THEIR PURCHASING BEHAVIOR: A VIEW FROM MALAYSIAN FOOD INDUSTRY

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This study had been developed to empirically investigate the factors of business ethics and consumerism that would likely to influence the customer ethical purchasing behavior. The basic objective of this study is to find out the consumers' perceptions on the both consumerism issues such as fairness on trade practices and environmental consumerism practice and their impact on their ethical purchasing behavior in food industry in Malaysia. Data was collected by applying the personal interview method where by the selection of sample respondents was based on the convenience sampling techniques targeted at 400 respondents for 4 states such as Kula Lumpur and Negeri Sembilan and Melaka and Johor Bahru. The investigation was applied to the food products since it is very delicate sector and where there is much concern for the consumerist issues as suggested by Bhushan (2003); Brunk (1973); and Turner (1995). The result revealed that both the micro and macro consumerism issues such as fairness on trade practices and environmental consumerism practice were found to have significant association with the consumer ethical purchasing behavior.

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 CONSUMER PERCEPTIONS ON THE CONSUMERISM
      ISSUES AND ITS INFLUENCE ON THEIR
            PURCHASING BEHAVIOR:
   A VIEW FROM MALAYSIAN FOOD INDUSTRY
         Hishamuddin Bin Ismail, Multimedia University, Malaysia
      Mohammad Fateh Ali Khan Panni, Multimedia University, Malaysia


                                            ABSTRACT

        Despite the growing awareness of the consumerism and social responsibility issues in
academia as well as in the industry, the investigation of the influence or effect of th
								
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