In recent years, there has been a growing global interest in healthy and sustainable food choices, with organic food gaining popularity due to its perceived benefits for human health and the environment. However, organic food consumption remains uncommon among consumers in developing countries. This study aims to understand the reasons behind this by examining the differences in psychological factors and intention to consume between non-to-occasional and organic food consumers in the context of Malaysian adults. A total of 119 usable responses were collected through online sampling, employing a Google Form questionnaire embedded in a Facebook advertisement targeting respondents who meet the study's inclusion criteria. The analysis revealed significant differences in psychological factors and intention between non-to-occasional and regular organic food consumers. Regular organic food consumers exhibited a more positive attitude, higher subjective norm, stronger perceived behavioural control, higher trust in organic food labelling and certification, and a greater inclination to consume organic food compared to consumers who had never or occasionally purchased organic food. This preliminary study's findings hold valuable insights for policymakers, relevant stakeholders, and industry players aiding them in formulating effective strategies to encourage safer and more environmentally-friendly dietary choices, focusing on the influence of psychological factors.
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