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Factors Influencing Public Intention Towards Purchasing Green Food in Malaysia

10 Pages Posted: 1 May 2012  

Phuah Kit Teng

University Putra Malaysia - Department of Agribusiness and Information System

Golnaz Rezai

University Putra Malaysia - Department of Agribusiness and Information System

Zainalabidin Mohamed

University Putra Malaysia - Department of Agribusiness and Information System

Mad Nasir Shamsudin

University Putra Malaysia - Department of Agribusiness and Information System

Date Written: April 30, 2012

Abstract

Food is the most basic need for all human being. However, shifts in the demographic and economic structures have influenced the food consumption pattern directly or indirectly. Changes in the consumers’ lifestyle, taste and preferences, food safety awareness, environmental protection, health and animal welfare have a great impact on the demand for healthy and nutritious foods. Green foods are used to name as a healthy, environmental friendly, concern on food safety and animal welfare products. However, the concept of green foods is still very new in Malaysia and there is only a little knowledge about what factors influence the public intention to purchase green foods. These paper aims to assess consumers’ perception and the factors that can influence their perception towards green foods consumption in Malaysia. 1355 respondents were interviewed. Descriptive statistic and factor analysis were used to analyze the information on public intention to purchase green foods. Factor analysis was used to determine the factors which can influence the consumers’ purchasing behaviour and binary logistic model was used to determine the extent to which selected socio-economic/demographic characteristics and the extracted factors form factor analysis influence the public intention to purchase green foods. The results indicated that socio-demographic variables play an important role in explaining consumers’ green purchasing behaviour. The major factors determining Malaysian consumers’ green purchasing behaviour are consumers’ referent, knowledge towards green foods, purpose to purchase green foods, motivation to consume green foods, green concept understanding and product price.

Keywords: Binary logistic regression, factor analysis, green foods, intention, Malaysia

Suggested Citation

Teng, Phuah Kit and Rezai, Golnaz and Mohamed, Zainalabidin and Shamsudin, Mad Nasir, Factors Influencing Public Intention Towards Purchasing Green Food in Malaysia (April 30, 2012). OIDA International Journal of Sustainable Development, Vol. 04, No. 02, pp. 51-60, 2012. Available at SSRN: https://ssrn.com/abstract=2049019

Phuah Kit Teng (Contact Author)

University Putra Malaysia - Department of Agribusiness and Information System ( email )

Serdang, Selangor
Malaysia

Golnaz Rezai

University Putra Malaysia - Department of Agribusiness and Information System ( email )

Serdang, Selangor
Malaysia

Zainalabidin Mohamed

University Putra Malaysia - Department of Agribusiness and Information System ( email )

Serdang, Selangor
Malaysia

Mad Nasir Shamsudin

University Putra Malaysia - Department of Agribusiness and Information System ( email )

Serdang, Selangor
Malaysia

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