This study was carried out as a move to increase Malaysia’s fruit exports. The purpose of this
study was to identify factors that influence the consumption decision of foreign nationals in
Malaysia as move to understand their behavior and pattern in purchasing fresh fruits from
Malaysia. This study was carried out in Malaysia among foreign nationals and it was found
to be the first of its nature to be carried out in Malaysia. A total of eighty three respondents
participated in six focus group discussions. Data was analyzed via exploratory factor analysis
which is commonly used in examining consumer preferences and behavior. The three factors
identified in influencing the consumption decision of Malaysian fresh fruits among foreign
nationals were (1) price and fruit intrinsic attributes; (2) fruit physical aspects and uniqueness;
and (3) occasion, familiarity and user status.
As a staple food, the availability of rice is essential for Indonesian people. It is undoubtable that Green Revolution (GR) has a significant contribution to rice production. However, GR also emerges the detrimental impact, mainly on the environment. The expectation is that organic farming is an appropriate solution for dealing with this issue. On one side, the increased in demand for healthy food implies the organic farming has a good prospect. However, the adoption rate of organic farming is still low among farmers. This study aims at examining the perceptions of paddy farmer and factor affecting attitude and behavioral intention to adopt organic rice farming. This study involved 600 paddy farmers as respondents in Sragen District, Central Java, Indonesia. The study grouped the respondents into two categories, i.e., semi-organic and conventional farmers. The data were collected through a structured questionnaire. The results showed that the perceived usefulness, perceived ease, and environmental concern affected positive and significantly on attitude. Meanwhile, the behavioral intention was influenced significantly by attitude, subjective norm, moral obligation and perceived behavioral control. Conclusively, the perceptions on technology characteristic, environmental concern, moral obligation have a positive impact on attitude and intention to adopt organic rice farming. Therefore, the dissemination of organic rice technology should be accelerated to take the advantages of positive attitudes by changing their mindset toward adopting organic rice farming.