The Future of Green Food Consumption in Peninsular Malaysia

Phuah Kit Teng
Department of Marketing, Faculty of Accountancy, Finance and Business, Tunku Abdul Rahman University College

Siti Intan Nurdiana Wong Abdullah
Faculty of Business, Communication and Law, INTI International University

Bernard Lim Jit Heng
Centre for University of Hertfordshire Programmes, INTI International College


Over the years, consumers’ attitudes towards sustainable brands have increased significantly. Despite such development for environmental awareness, consumers’ actions do not reflect their intention. Therefore, this study aims to examine Malaysians’ intention to purchase green food in Peninsular Malaysia. Data were gathered from a total of 1200 questionnaires and Structural Equation Modelling was used to analyse the data. The study contributes to the advancement of knowledge in green food consumerism by expanding the Theory of Planned Behaviour into five components namely attitude (salient belief), attitude (evaluation of outcome), subjective norms (referents), subjective norm (motivation to comply), and perceived behavioural control to explore the future of green food specifically among consumers within Peninsular Malaysia. The result shows that attitude (salient belief), subjective norm (referents, motivation to comply), and perceived behavioural control influence consumers’ intention to purchase green food. Surprisingly, attitude (evaluation of outcomes) does not influence consumers’ intention.

Keywords: Green consumerism, Green consumer, Green food, Intention