Abstract: Although certain insights have been gained from past studies on the factors influencing consumers’
purchasing intention towards organic food, not much effort have been made to understand their purchasing
intention towards organic rice. This study aimed to explore the factors influencing consumers’ intentions
towards the purchase of organic rice. A structured questionnaire using 5-point Likert scales were administered
to 334 randomly selected consumers. Data collected were analysed using descriptive analysis and exploratory
factor analysis. The result showedhealth, food safety and environmental benefits as the most important factor
influencing consumer’s preferences towards organic rice followed by the other three factors
namelyorganizational interventions, market and packaging. This finding would help stakeholders in the
organic rice industry to understand the underlying pattern of consumer behavioural intention and
decisiontowards purchasing organic rice in Malaysia