LITERATURE REVIEW2.1 IntroductionThis chapter has been discussed the overview of organic food purchasing intentions which could affect the purchase of organic food among the ASTRO staff. In order to identify the reasons why consumers purchase organic food, research has highlighted a few factors that actually influence consumers to purchase organic food. Factors such as consumer attitude, environmental awareness, safety and health aspect, knowledge and quality of organic food will influence the purchasing intention of ASTRO staff. In addition to this, demographic characteristics will help identify the type of ASTRO staff who purchase organic foods in their daily lives. Additionally, the type of organic foods most likely to be purchased by ASTRO staff will be determined in this study. Finally, based on the research questions, research objectives and also the hypotheses, a theoretical framework was constructed based on the independent variables. 2.2 Consumer Attitude towards Purchasing Organic Food According to (Blackwell et al. 2003), attitudes come in many forms. For example, attitude toward a behavior which is an evaluation of the performance of a particular behavior involving the attitude object, such as purchasing organic food. A study was conducted by de Magistris and Gracia (2008) under the title of organic purchasing behavior of Italian consumers. From this study, they found that consumer attitudes towards organic foods, particularly towards health and environmental attributes, are the main factors explaining the purchase of organic foods . This study concludes that the intention to purchase organic food depends on the consumer's attitude and knowledge of organic products. Additionally, purchasing organic food products...... middle of paper ......o is encouraged by our government. Organic foods are part of a category of green products. In order to identify the reasons why people like to buy organic food, few factors will support the research. Consumer attitude towards organic food, environmental awareness, safety and health aspect, knowledge of organic food among consumers, as well as perception of quality of organic food among consumers will support this research to identify the factors that influence purchase intention. However, in order to identify which type of ASTRO staff purchases the organic food, socio-demographic factors such as age, marital status, education and income of ASTRO staff will be the focus of this research. Additionally, in order to determine which types of organic foods are most likely to be purchased by ASTRO, a few types of organic foods will be considered in this research..