Consumers’ Knowledge, Attitude, Consumption, and Purchase Intention towards Green Foods in Selected Area in Selangor

Abstract

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.