Abstract
This study is focused on the analysis of the factors that affect Chinese college students’ intention to consume organic food, namely, environmental concerns, subjective norms, and media and advertising. A systematic random sampling was employed. The population consisted of college students. An online questionnaire was adopted and adapted from previous researches cited in the literature. Information was gathered using online questionnaires mailed to 500 respondents. The data was analysed using the AMOS software. The results from the Structural Equation Modeling (SEM) analysis proved that environmental concerns do not show any significant effects on the intention to consume organic food products. Furthermore, the subjective norms variable was also identified as a non-significant predictor of the intention variable. However, only one exogenous variable, media and advertising was tested to be a significant predictor of the intention variable in this analysis. The primary contribution of this study is that the research model is relevant for implementation among the Malaysian Chinese college students. The findings would assist the Ministry of Agriculture and marketing managers in increasing the availability of local organic food products in Malaysia
