The study looked at how lecturers at a university in Malaysia feel about organic food. They found that lecturers care more about their health when deciding to buy organic food, rather than environmental concerns. Even though they know about environmental issues, it doesn't always change their buying habits. The researchers suggest that marketers should focus on health benefits when promoting organic food to different types of buyers. The study was limited to one area in Malaysia, so future research should look at other regions to understand how people view organic food for sustainable consumption.