The influence of consumers' perception and demographic profile on attitude towards green food and green food purchase intention

Chong, Yvonne Hui Kim (2013) The influence of consumers' perception and demographic profile on attitude towards green food and green food purchase intention. Masters thesis, University Malaysia Sabah.


Download (2MB) | Preview


Food is the most basic necessity in our human life. However, of lately, consumers'consumption pattern is experiencing a change. Consumers are more aware and more concern about the types of foods they consume. They are more likely to look for food which are nutritious, natural, healthy, safe, and are environmental and animal friendly. Thus, the green concept is steadily and gradually being exposed to consumers all around the globe. However, in Malaysia, this green food concept is still at a developing stage. Green foods refer to foods that are safe to be consumed by humans, fine quality, nutritious, and that are produced under the principle of sustainable development. This study aims to look at the influence of consumers' perception and demographic profile on the green food purchase intention mediated by attitude towards green food among the consumers in Kota Kinabalu. This study utilizes the Theory of Planned Behaviour (TPB). The study design of this study is by using structured questionnaires as a tool to gather information on the green food consumer behaviour. A survey was conducted using 200 respondents in four major supermarkets around Kota Kinabalu. Analyses such as factor analysis, reliability analysis, descriptive analysis, correlation analysis, multiple regression analysis, and hierarchical regression analysis were conducted using SPSS software version 21. The findings from this study indicated that only education level had a significant influence on the green food purchase intention of consumers. At the end of this study, it also discusses the theoretical and managerial implications of these results for marketers and educators. It also considers the limitations of the study and the recommendations for future researches.

Item Type: Thesis (Masters)
Uncontrolled Keywords: green food, Theory of Planned Behaviour (TPB), SPSS, purchase intention, consumer perception, demographic profile, attitude
Subjects: H Social Sciences > HF Commerce
Divisions: SCHOOL > School of Business and Economics
Date Deposited: 05 May 2014 04:38
Last Modified: 26 Oct 2017 02:14

Actions (login required)

View Item View Item

Browse Repository
   UMS News
Quick Search

   Latest Repository

Link to other Malaysia University Institutional Repository

Malaysia University Institutional Repository