Consumers’ organic durian buying experience in Malaysia

Suhana Safari, . and Muhammad Syafiq Ahmad Dani, . and Noorhayati Mansor, . and Nor Azlina Saari, . and Nur Azlin Razali, . (2023) Consumers’ organic durian buying experience in Malaysia. Economic and Technology Management Review, 21. pp. 51-61. ISSN 1823-8149

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Abstract

Global demand for durian has witnessed a notable upswing, with China taking lead as the primary consumer. This tropical fruit is mainly grown in Asian countries such as Thailand, Indonesia, Malaysia, Vietnam and Laos. Nevertheless, the increasing demand has sparked concerns regarding the excessive use of unauthorized pesticides and artificial ripening agents in the durian industry, posing potential risks to both the environment and human health. Recognizing the demand for organic produce, durian plantations are also shifting towards organic practices indirectly. This study explores consumer experiences with organic durian in Malaysia. It was conducted online with a general sample of 400 respondents, followed by a smaller sample size of 30 individuals who have experience in purchasing organic durian. The findings reveal a modest positive perception (38.5%), while others show disinterest in buying due to high prices, a perceived lack of difference in taste and nutrition between organic and nonorganic (conventional) fruits, and uncertainty about the location of the organic fruit market. Factors such as health consciousness, environmental considerations and perceived quality emerge as significant drivers influencing consumers’ intentions to choose organic durian. In essence, this research contributes insights into understanding consumer purchasing experiences regarding organic durian in the Malaysian context. This information is hoped to generate more strategies for farmers and sellers to attract a larger consumer base in the future.

Item Type:	Article
Creators:	Suhana Safari, . and Muhammad Syafiq Ahmad Dani, . and Noorhayati Mansor, . and Nor Azlina Saari, . and Nur Azlin Razali, .
Title:	Consumers’ organic durian buying experience in Malaysia
Date:	2023
Location:	Economic and Technology Management Review website
Publication:	Malaysian Agricultural Research and Development Institute
Volume:	21
Physical Description:	11p.
Agency Name:	Universiti Putra Malaysia (UPM)
Date Deposited:	17 Nov 2025 02:41
Last Modified:	17 Nov 2025 02:41
URI:	http://myagric.upm.edu.my/id/eprint/23752

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