The factors that influence the consumers' green food purchase intention in Melaka Malaysia

Liew, Chee Yung (2020) The factors that influence the consumers' green food purchase intention in Melaka Malaysia. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The growing number of consumers to choose healthy and organic food has driven the trend of green food consumption in Malaysia. More people are now concerned about the health issues and how their purchase behaviour can affect the environment. There are limited studies on the green food consumption in local market. Therefore, this study focuses on determining the relationships between the independent variables towards the green food purchase intention of the consumers. The findings of the study can contribute to the marketers and government to better understand the purchase behaviour of consumers towards the area of sustainability development. To have better knowledge on the variables of the study, the research studied the Theory of Consumption Values and Social Cognition Theory. This study employs the quantitative method to distribute the questionnaires to the respondents who live in Melaka, Malaysia. Convenience sampling method is applied for data collection. The data then analyse using the Statistical Package for Social Sciences (SPSS) version 25 to test on the reliability Cronbach's Alpha, correlation coefficient and regression significant value.

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