Today, with the headway of science and innovation, people have more presentation to data innovation, learning and instruction than at any other time. Subsequently, individuals turn out to be more mindful and delicate to the earth and their environment. A quality and sound way of life have turns into a sort of need to the advanced age. Among others, “Natural Food” is perceived to be one of the supporters of a solid way of life. Relatively consistently, you can read or see “Natural” theme wherever around you. From daily paper, magazine, bulletin promotion, web and so forth, “Natural” has gradually turns into a pattern to the advanced society. Be that as it may, a couple of issues have been distinguished in the Organic Industry in Malaysia. These components have a solid part in affecting the buying and expending of Organic Food in Malaysia. Along these lines, it is vital to distinguished and see each factor of impact that influence the obtaining and expending of natural sustenance in Malaysia as this components will influence the whole business from agriculturist, retailer, creates and even the purchasers. 1.2 Background of Study 1.2.1 What is natural sustenance In view of United State, European, and worldwide definitions, natural nourishment is characterize as without utilizing any material substance in the sustenance itself, however rather by the “comprehensive” strategies utilized on natural homesteads. As indicated by Gracia and Magistris (2007), the expectation of natural creation is to take out compound utilized on the sustenance generation keeping in mind the end goal to advance more beneficial and wellbeing nourishment. Besides, natural sustenance additionally implies that it isn’t developed utilizing substance determined pesticides composts and herbicides. As an option, the way toward planting and cultivating the natural sustenance are by utilizing all encompassing techniques, for example, compost, trim pivot, and organic specialists over a characteristic timeframe. As indicated by National Organic Standard Board of the U.S Department of Agriculture (USDA) in year 2000, they built up a national standard for the term ‘natural’. Natural nourishment, it is characterized by “how it can’t be made rather by how it can be made”, which “must be delivered without the utilized of sewer-slop manures, most manufactured composts, and pesticides, hereditary engineering(biotechnology), development hormones, lights and anti-toxins” (TheStar, 2005). From the person’s perspective, natural means it is developed in a regular habitat with no substance, anti-microbials, hereditary designing, and any engineered items or in basic way, natural mean common or backpedal to the customary method for methods of farming. As an outline, the improvements of natural sustenance dependably work in collaboration with nature condition. Typically individuals’ meaning of natural sustenance perhaps was simply vegetables and natural products, all things considered a lot of nourishments classification like meats, eggs, domesticated animals, dairy items and numerous more are additionally close as natural sustenance. This issues bolstered by the examination led by Padel and Foster (2005) where respondents just connect natural term with vegetable and organic product. For the most part, natural nourishment incorporates a lot of classifications which incorporate vegetables, organic products, bread, meat, eggs, espresso, juice, rice, tea, potatoes and so on. Other than that, natural sustenance like egg, meat must be free of a wide range of anti-infection agents or development normally in a perfect domain. To aggregate up, natural nourishment is more ecological neighborly since it doesn’t make any contamination and waste to the earth. Moreover, they give a colossal chance to person which prompted solid way of life and give a superior situation. Natural customers convey a significance of who are incline toward an enhanced and more advantageous way of life as well as ecological exportation and mindful to deal with the nature (Midmore et al, 2005). Furthermore, it additionally conveys favorable position to entire economy by increment business exercises, exchange, generation and utilization. 1.2.2 The reality of natural The ascent of requesting natural nourishment and solid way of life in both created and creating nation isn’t only a passing prevailing fashion. The prominence of devouring natural nourishment is currently in an expanding way in everywhere throughout the world where it likewise incorporates Malaysia. Expanded shoppers’ worry and care seeing nourishment security and quality and additionally wellbeing and nutritious part of sustenance brought about expanded request toward naturally delivered sustenance. Such pattern is a sort of response to various wellbeing issue identified with prepared sustenance (Davies et al, 1995). Allude to the official statement post by Nestlé Malaysia in year 2008, it demonstrates that natural development achieved 8.9% including 3.4% of genuine interior development. In Europe, natural development of Nestlé’s aggregate Food and Beverages business is around 5.4% and the development rate is displayed around 9.5% in United State and Asia, Oceania and Africa is at the rate of 14.2%. Useful sustenance, for example, wellbeing supplements and natural nourishment was anticipated achieve RM234bil (US$65bil) in 2003 at worldwide commercial center. It is evaluated achieve RM601bil (US$167bil) in 2010 by has the development rate of 14% yearly. Concurring Federal Agricultural Marketing Authority (FAMA), in the time of 2001 the deal for natural nourishment has accomplished USD 8 billion around the world. The deal estimation of natural sustenance is assessed to have development rate at 20-30% by year 2005. The association expressed that if contrasted and others horticultural items, natural nourishment has high potential for commercialization in Malaysia. Interest for solid, ecological well disposed handled nourishment, insignificantly synthetic utilized new sustenance, natural sustenance and normal nourishment are caused by expanding of purchaser mindfulness in nourishment esteem and wellbeing cognizant (Malaysia Industrial Development Authority, MIDA, 2009). Malaysian begin to expand their request since they trust that devouring natural sustenance is outstanding amongst other ways that prompted a sound way of life and they see this as a commendable “speculation” for their heath. The worry of customers toward sustenance wellbeing, quality and nature give a chance to the natural business and turn out to be more important for makers and retailers. As a section from that, it likewise actuates the natural horticulture segment in Malaysia. The ascents of customers’ consciousness of sound way of life alongside condition free of contamination have made an awesome opportunity and market for natural sustenance. Notwithstanding, it is hard for maker or agent to deal with the correct items at a perfect time, right cost and still ideal place with alluring advancement since the progressions of buyer conduct was so insecure because of different sort of reason, so it is extremely entangle to settle or to characterize how the shopper carry on. Buyer conduct conveys the significance of exercises individuals attempt while getting, devouring and discarding items and administrations (Kozak, and Decrop, 2009). Accordingly, study and understanding the shopper conduct and ability of customers to pay for natural nourishment is a fundamental learning for advertisers, makers and agent. There is a behavioral model proposed by Von Alvesleben (1997) address that item data, item discernment and mentalities are the principle factors that drive purchaser conduct. When we trust that a question or brand have ideal qualities or have positive sentiment then we will have great states of mind toward it. As we as a whole know, when buyer mentalities are more attractive, the goal to buy is more grounded. In this examination, it is more spotlight on shopper inclinations and their ability to pay when they wish to get natural nourishment. The outcome can enable advertisers and arrangement creators to create methodologies to achieve clients all the more adequately and effectively. 1.2.3 Natural Food versus Organic nourishment The greater part of the general population are regularly befuddle about the diverse between natural nourishment and common sustenance. In addition, individuals however natural nourishment and common sustenance claim a similar ascribe and tend to treat or mean both the same. Truth be told, there are sure highlights that recognize natural sustenance and characteristic nourishment. Clearly, the principle factor contrast the two is natural sustenance must be ensured by United Stated Agricultural Department (USDA) and natural nourishment had higher quality. We can see that natural sustenance have named “natural” and this mark speak to the items are considered as natural by USDA and get the blessing from planned association. Items which stamp by USDA or marked with “natural” must contain no less than 95percent natural. Natural nourishment can either marked by remote accreditation which is USDA or guarantee by neighborhood association which is Malaysia Organic Scheme (SOM). Items that named with SOM convey an importance which is the procedure of generation investigated by office’s Crop Quality Control Division. The standard where SOM take after is Sirim MS 1529:2001 gauges. The rule connected to control entire procedure of natural sustenance which incorporates “creation, handling, naming and advertising of plant-based naturally delivered nourishment” and in conclusion, arrangement number will be given with a specific end goal to facilitate the distinguishing proof process (SOM). Already, affirmation offer for constrained natural sustenance, for example, vegetables, products of the soil. As a rule, Malaysia natural aquaculture items were under the administration of Thailand’s Organic Aquaculture Farms and Products Certification Center (OAPC). Keeping in mind the end goal to upgrade aquaculture industry in Malaysia, fisheries office give natural plan to natural aquaculture generation. Extra, this activity can limit the cost of apply natural aquaculture affirmation from other nation. Besides, natural sustenance constantly free of synthetic composts, pesticides, bioengineering or light amid deliver, produce and handle (Annadana,2009). Moreover, animals must be free of development hormones and anti-infection agents. On the others hand, there isn’t any determine standard for normal sustenance and it is developed with pesticides, herbicides and concoction composts. Essentially, normal sustenance have insignificant preparing and don’t contain refined sug>