Nowadays, consumers are well educated, diverse and technological-savvy thus it is a challenge to marketers to attract consumers' attention. Celebrity endorsement has been used to build credibility of the product, make the brand stand out, and open up new markets. Despite that, it is costly and during endorsement period, celebrity image could shine or tarnish the brand of the product. Thus, the study primarily investigates how consumers' perception and attitudes towards celebrity endorsement influence their purchase intention of celebrityendorsed food and beverage products in Kuala Lumpur. Survey by mean of self-administered questionnaire through purposive sampling was conducted among 120 respondents, in selected area in Kuala Lumpur. The data collected were then analysed to obtain descriptive statistic, correlation, and multiple linear regression. Purchase intention of celebrity-endorsed food and beverage products was found to be influenced by consumers' perception and attitudes. The finding indicated that positive perception and attitudes of consumers towards food products with endorsement could encourage repurchases. Food manufacturing companies could consider having celebrity endorsements for their products.

The main objective of this study is to determine the consumers' knowledge, attitude, consumptions, and purchase intention towards green foods in Kajang, Selangor. Additionally, the present study determines the level of knowledge about green foods among the consumers. It also determines the factors that may influence consumers to eat green foods; and examines the association between consumers demographic profiles and their knowledge on green food, attitude, and purchase intention. Consumers who are in the age group of 20 years old and above and shopped green foods in hypermarkets have been chosen as sample for this study. Data are collected by using self-administered questionnaire that is structured into five parts to include the demographic profile, consumers' knowledge on green foods, consumers' attitude towards green foods, consumers' consumption towards green foods, and consumers' purchase intention towards green foods. The collected data was then analysed by using SPSS software. The total number of respondents for this study are N=170. Based on the survey, the frequency of green food consumption by most consumers is at least once within a week. Most of them have good knowledge, positive attitude, and purchase intention towards green foods. Nevertheless, their consumption of green foods is still at average level.