Consumers’ Awareness And Consumption Intention Towards Green Foods

By G. Rezai, Z. Mohamed, M. N. Shamsudin. 2011

157 citations recorded by the source corpus.

Consumers’ food consumption patterns are changing rapidly. Consumers become more concern about the food they consume. They tend to consume foods that are nutritious, healthy, safe and friendly to the environment and animals. Thus the green concept is now steadily being disseminated among consumers in conjunction with sustainable and conservation of agricultural development. Green foods refer to foods that are safe to be consumed, fine quality and nutritious food produced under the principle of sustainable development. This paper focuses on the consumers’ awareness and intention towards green foods consumption in Malaysia. The Theory of Plan Behavior (TPB) is applied in this study. Structured questionnaire was design as an instrument to gather information on green food consumer behavior. A survey was conducted in late 2010 and 1355 respondent’s response to the questionnaire. Descriptive statistic and chi-square analyses were used to analyze the data collected. The results indicate that most respondents are aware about the green concept. The results also shows that there are significant different among the respondents awareness towards green food and age, geographical area, education level and income. Respondent’s also indicates that green food is not only about organic but it encompasses the concept of food safety, health issues, environmental hazard as well as animal welfare. Thus most respondents are aware of the green concept and this is a strong indicator of consumers’ intention to go green in food consumption.

Subfields: Management, Monitoring, Policy and Law, Marketing, Plant Science

View Paper: https://www.semanticscholar.org/paper/cbe3b31c9a8e2462937bf1b67ed3a6196319fd37

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Citations in the corpus

Green Hotel Selection of Chinese Consumers: A Planned Behavior Perspective (2018, methodology): “As stated above, in the marketing literature related to consumer general/green purchase behavior, these two theories are still considered the most popular predictors of consumer purchase, generally (Aman et al., 2012; Chen & Tung, 2014; Han et al., 2010; Paul et al., 2016; Rezai et al., 2012).”
Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers (2016, methodology): “[58] applied TPB towards green food consumption in Malaysia, showing that consumers’ intention to go green in food consumption is an essential component in the adoption of green products, and Bonini and Oppenheim [1] and Paul et al.”
The demographic impact of consumer green purchase intention toward Green Hotel Selection in China (2020, methodology): “This is in contrast to some researchers arguing that highly income level consumers have more GPA and GPI (Kim et al., 2012; Paul and Rana, 2012; Rezai et al., 2012).”
The role of subjective norms in forming the intention to purchase green food (2015, methodology): “In context of buying green food products, besides these inherent factors, research confirmed the influence of various other variables, such as socio-demographic variables (Phuah et al., 2012), health awareness (First & Brozina,”
U.S. Sustainable Food Market Generation Z Consumer Segments (2019, background): “A perception of sustainable food attributes was comprised of two parts: (a) environmental protection [59,60] and (b) product characteristics [61,62].”