ISSN: 2222-6990
Open access
Green food is produced using environmentally friendly technology and will not harm the environment. The main objective of this research is to determine the factors that influence the willingness to pay for the consumption of green foods among Universiti Putra Malaysia (UPM) students. A total of 250 respondents were involved in this study through simple random sampling. Questionnaires were used as research instruments and distributed online using Google Forms. Data were analysed using Statistical Package for Social Science (SPSS) for Windows version 25.0. Multiple Linear Regression analysis was used to study the factors influencing consumers ’willingness to pay for green foods consumption. The results of Multiple Linear Regression analysis found that the green foods attributes and green advertising significantly influenced the willingness of consumers to pay for green foods (adjusted R2 = 0.876, F = 0.000, p ?0.001). In conclusion, green advertising (Beta = 0.548) was the strongest significant correlation followed by green foods attributes (Beta = 0.297). The implication of this study is that it allows companies to be more focused on these factors that further influence consumers ’willingness to pay for green foods.
Ahmad, S. N. B., & Judhi, N. (2010). Organic food: A study on demographic characteristics and factors infuencing purchase intentions among consumers in Klang valley, Malaysia. International Journal of Business and Management, 5(2), 105-118.
Aschemann-Witzel, J., & Aagaard, E. M. (2014), “Elaborating on the attitude–behaviour gap regarding organic products: young Danish consumers and in-store food choice”. International Journal of Consumer Studies, 38(5), 550-558.
Chan, J. C., Jiang, Z., & Tan, B. C. (2009). Understanding online interruption-based advertising: Impacts of exposure timing, advertising intent, and brand image. IEEE Transactions on Engineering Management, 57(3), 365-379.
Chen, M. F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food -related personality traits. Food quality and Preference, 18(7), 1008-1021
Chekima, B., Chekima, K., Chekima, K. (2019). Understanding factors underlying actual consumption of organic food: The moderating effect of future orientation. Food Qual. Prefer., 74, 49–58.
Cherian, J., & Jacob, J. (2012). Green marketing: A study of consumer’s attitude towards environment friendly products. Asian Social Science, 8(12), 117-126.
Cleaveland, M., Kalamas, M., & Laroche, M. (2005). Shades of green: Linking environmental locus of control and pro?environmental behaviors. Journal of Consumer Marketing, 22(4), 198-212.
Eles, S. F., & Sihombing, S. O. (2017). Predicting Green Purchase Intention of Generation Y: An Empirical Study in Indonesia. In The 3rd PIABC (Parahyangan International Accounting and Business Conference.
Goh, Y. N., & Wahid, N. A. (2015). A review on green purchase behaviour trend of Malaysian consumers. Asian Social Science, 11 (2), 103-110.
Hale, L. (2018). At home with sustainability: from green default rules to sustainable consumption. Sustainability, 10(1), 249.
Hamilton, E. M., Guckian, M. L., & De Young, R. (2018). Living well and living green: participant conceptualizations of green citizenship. In Handbook of Sustainability and Social Science Research, 315-334.
Hassan, S. H., Yee, L. W., & Ray, K. J. (2015). Purchasing intention towards organic food among generation Y in Malaysia. Journal of Agribusiness Marketing, 7, 16-32.
Hossain, M. T. B., & Lim, P. X. (2016). Consumers’ buying behaviour towards organic foods: Evidence from the emerging market. Malaysian Institute of Management, 51(2), 7-25.
Johe, M. H., & Bhullar, N. (2016). To buy or not to buy: The roles of self-identity, attitudes, perceived behavioural control and norms in organic consumerism. Ecological Economics, 128, 99-105.
Joshi, Y., & Rahman. Z. (2015). Factors affecting green purchase behaviour and future research directions. International, Strategic Management Review, 3(1-2), 128-143
Joshi, Y., & Rahman, Z. (2017). Investigating the determinants of consumers’ sustainable purchase behaviour. Sustainable Production and Consumption, 10, 110-120.
Lea, E. & Worsley, T. (2005). Australians’ organic food beliefs, demographics and values. British Food Journal, 107 (11), 855-869.
Leong, T. P., & Mariadass, A. M. (2019). Factors Affecting Young Adults’ Purchase Intention of Green Food Products in Malaysia. Journal of Tourism, Hospitality & Culinary Arts, 11(2), 20-45.
Li, R., Lee, H. Y., Lin, Y. T., Liu, C. W., & Tsai, P. F. (2019). Consumers’ Willingness to Pay for Organic Foods in China: Bibliometric Review for an Emerging Literature. International journal of environmental research and public health, 16(10), 1713.
Lim, W. M., Yong, J. L. S., & Suryadi, K. (2014). Consumers’ perceived value and willingness to purchase organic food. Journal of Global Marketing, 27(5), 298-307.
Liobikiene, G., Mandravickaite, J., & Bernatoniene, J. (2016). Theory of planned behaviour approach to understand the green purchasing behaviour in the EU: A cross-cultural study. Ecological Economics, 125, 38-46.
Luce, M. F., Bettman, J. R., and Payne, J. W. (2001). “Tradeoff Difficulty: Determinants and Consequences for Consumer Decisions.” In Monographs of the Journal of Consumer Research,edited by D. R. John. Vol. 1, 1 – 209. Chicago, IL: University of Chicago Press.
Mai, R., & Hoffmann, S. (2012). Taste lovers vs nutrition fact seekers: how health consciousness and self-efficacy determine the way consumers choose food products. Journal of Consumer Behaviour, 316-328.
Magnusson, M., Arvola, A., Hursti, U., Aberg, L., & Sjoden, P.( 2001). Attitudes towards organic foods among Swedish consumers. British Food Journal, 103(3), 209-226.
Maichum, K., Parichatnon, S., & Peng, K. C. (2016). Application of the extended Theory of Planned Behavior Model to investigate purchase intention of green products among Thai consumers. Sustainability, 8(1077), 1-20.
Maichum, K., Parichatnon, S., & Peng, K. C. (2017). Factors affecting on purchase intention towards green products: A case study of young consumers in Thailand. International Journal of Social Science and Humanity, 7(5), 330-335.
Marin, C., Rainer, H., & Ulrich, B. M. (2016). Effects of quality claims on willingness to pay for organic food: Evidence from experimental auctions in Croatia. British Food Journal, 2218- 2233.
Mishra, P., & Sharma, P. (2010). Green marketing in India: Emerging opportunities and challenges. Journal of Engineering, Science and Management Education, 3, 9-14.
Mostafa, M. M. (2007). A hierarchical analysis of the green consciousness of the Egyptian Consumer. Psychology and Marketing, 24(5), 445-473.
Mostafa, M. M. (2009). Shades of green: A psychographic segmentation of the green consumer in Kuwait using self-organizing maps. Expert Systems with Applications, 36(8), 11030-11038.
Ngunjiri, F. W., Hernandez, K. A. C., & Chang, H. (2010). Living autoethnography: Connecting life and research. Journal of research practice, 6(1), 1.
Nguyen, H. V., Nguyen, C. H., & Hoang, T. T. B. (2019). Green consumption: Closing the intention?behavior gap. Sustainable Development, 27(1), 118-129.
Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour - understanding why consumers buy or do not buy organic food. British Food Journal,107 (8), 606-625.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behaviour and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134.
Petljak, K., Zulauf, K., Stulec, I., Seuring, S., & Wagner, R. (2018). Green supply chain management in food retailing: survey-based evidence in Croatia. Supply Chain Management: An International Journal, 23(1), 1-15.
Phuah, K. T., Golnaz, R., Zainalabidin, M., & Nasir, M. S. (2011). Consumers’ Awareness and Consumption Intention Towards Green Food. International Conference on Management (ICM 2011) Proceeding, 917-926.
Putten & Nair. (2019). Green Food Product Purchase Intention: Factors Influencing Malaysian Consumers. Pertanika Journal of Social Science and Humanities, 27, 1131-1144.
Qi, X., & Ploeger, A. (2019). Explaining consumers' intentions towards purchasing green food in Qingdao, China: The amendment and extension of the theory of planned behavior. Appetite, 133, 414-422.
Rezai, G., Teng, P. K., Mohamed, Z., & Shamsudin, M. N. (2013). Consumer willingness to pay for green food in Malaysia. Journal of International food and Agribusiness Marketing, 25(1), 1-18.
Ricci, E. C., Banterle, A., & Stranieri, S. (2018). Trust to go green: an exploration of consumer intentions for eco-friendly convenience food. Ecological economics, 148, 54-65.
Saleki, Z. S., & Seyedsaleki, S. M. (2012). The main factors influencing purchase behaviour of organic products in Malaysia. Interdisciplinary Journal of Contemporary Research in Business, 4(1), 98- 116.
Sentot, S. A., Hung, W. S., Ho, S. H., & Sitohand, P. S. (2015). Infuence of green marketing towards purchase intention of green products through attitude: Survey on Indonesian and Taiwanese Students. International Journal of Humanities and Management Sciences, 3(4), 196-202.
Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., and Sherazi., K.(2012), The Impact of Brands on Consumer Purchase Intentions, Asian Journal of Business Management 4(2): 105- 110.
Shaharudin, M. R., Pani, J. J., Mansor, S. W., Elias, S. J., & Sadek, D. M. (2010). Factors affecting purchase intention of organic food in Kedah. Cross-Cultural Communication, 6(2), 105-116.
Schifferstein, H. N. J., & Ophuis, P. A. M. O. (1998). Health-related determinants of organic food consumption in the Netherlands. Food Quality and Preference, 9(3), 119-133.
Schmidt, J., Bijmolt. (2020). Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias. Journal of the Acad. Mark, 48, 499–518.
Schmuck, D., Matthes, J., & Naderer, B. (2018). Misleading consumers with green advertising? An affect–reason–involvement account of greenwashing effects in environmental advertising. Journal of Advertising, 47(2), 127-145.
Smith, S., & Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal, 18(2), 93-104.
Suhaimi, A. H. M., Kamaruddin, A., Masdek, M. N. R. N., & Dardak, R. A. (2019). Stakeholder Expectations Toward Green Environment:“Malaysia Go Green” through MYSaveFood Initiative. In Green Behavior and Corporate Social Responsibility in Asia, 3-16.
Song, B. L., Safari, M., & Mansori, S. (2016). The effects of marketing stimuli factors on consumers’ perceived value and purchase of organic food in Malaysia. Jurnal Pengurusan, 47, 119-130.
Ali, T., Alam, A., & Ali, J. (2018). Factors affecting consumers' purchase behaviour for health and wellness food products in an emerging market. Global Bus, 1-18.
Tan, P. L. (2019). Factors affecting young adults’ purchase intention of green food products in Malaysia. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 11 (2), 20-45.
Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808-822.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach’s alpha. International Journal of Medical Education, 2, 53-55.
Teng, P. K., Ow, M. W., Sandhu, S. K., & Kassim, U. K. (2018). Green attitude and purchase intention towards environmental friendly product. Journal of Emerging Economies & Islamic Research, 6(1), 17-25.
Teng, P. K. (2011). Consumers’ intention to purchase green foods in Malaysia. 2011 International Conference on innovation, management and service, 14, 112-118.
Thambiah, S., Khin, A. A., Muthaiyah, S., & Yen, Y. Y. (2015). Organic food consumption among generation Y in Malaysia: A conceptual framework. Journal of Applied Sciences, 15(3), 570-575.
Thogessen, J., & Zhou, Y. (2012). Chinese consumers’ adoption of a ‘green’ innovation-The case of organic food. Journal of Marketing Management, 28(3), 313-333.
Tiwari, S., Tripathi, D. M., Srivastava, U., & Yadav, P. K. (2011). Green marketing- emerging dimensions. Journal of Business Excellence, 18-23.
Tsakiridou, E., Konstantinos, M., & Tzimitra-Kalogianni, I. (2006). The influence of consumers characteristics and attitudes on the demand for organic olive oil. Journal International Food Agribusiness Market, 23-31.
Ueasangkomsate, P., & Santiteerakul, S. (2016). A study of consumer’ attitude and intention to buy organic foods for sustainability. Procedia Environmental Sciences, 34, 423-430.
Voon, J., Ngui, K., & Agrawal, A. (2011). Determinants of willingness to purchase organic food: An exploratory study using structural equation modeling. International Food and Agribusiness Management Review, 103-120.
Wahid, N. A., Rahbar, E., & Shyan, T. S. (2011). Factors influencing the green purchase behaviour of Penang environmental volunteers. International Business Management, 5(1), 38-49.
Weber, T., Baier, K., & Willers, C. (2015). Sustainable (Green) Food and Purchase Intention – An Analysis of Influence Factors. International Journal on Advanced Science, Engineering and Information Technology. 5 (4), 311.
Welford, R. (2016). Corporate environmental management 3: Towards sustainable development. Routledge.
Wright, R. T., Campbell, D. E., Thatcher, J. B., & Roberts, N. (2012). Operationalizing multidimensional constructs in structural equation modeling: Recommendations for IS research. CAIS, 30(23), 367-412.
Xin, Q., Huaming, Y., & Angelika, P. (2020). Exploring Influential Factors Including COVID-19 on Green Food Purchase Intentions and the Intention–Behaviour Gap: A Qualitative Study among Consumers in a Chinese Context. International Journal of Environmental Research and Public Health, 17(19), 7106.
Yadav, R., & Pathak, G. S. (2016). Intention to purchase organic food among young consumers: Evidence from a developing nation. Appetite, 96, 122-128.
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behaviour. Journal of Cleaner Production, 135, 732-739.
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers’ green purchase behaviour in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114-122.
Yaowarat, S., Christopher, G., Minsoo, L., & David, A. (2015). Consumers' willingness to pay for organic products in Thailand. International Journal of Social Economics, 480-510.
Yeon Kim, H., & Chung, J. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28 (1), 40-47.
Yazdanpanah, M., & Forouzani, M. (2015). Application of the theory of planned behaviour to predict Iranian students’ intention to purchase organic food. Journal of Cleaner Production, 107, 342- 352.
Yu, X., Gao, Z., & Zeng, Y. (2014). Willingness to pay for the “Green Food” in China. Food policy, 45, 80-87.
Yogananda, A. P. Y., & Nair, P. B. (2019). Green Food Product Purchase Intention: Factors Influencing Malaysian Consumers. Pertanika Journal of Social Sciences and Humanities, 27(2), 1131-1144.
Zakersalehi, M., & Zakersalehi, A. (2012). Attitude and purchasing intention of Malaysian consumers towards green packaged foods. International Journal of Trade, Economics and Finance, 3(1), 46-51.
Zepeda, L., & Nie, C. (2012). What are the odds of being an organic or local food shopper? Multivariate analysis of US food shopper lifestyle segments. Agriculture and Human Values, 467-480.
Zeinab, S. S., & Seyedeh, M. S. (2012). The Main Factors Influencing Purchase Behavior of Organic Products in Malaysia. Interdisciplinary Journal of Contemporary Research in Business, 4 (1), 98-116.
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis, Journal of Consumer Research, 37(3), 197-206.
Zhen, J. S. S., & Mansori, S. (2012). Young female motivations for purchase of organic food in Malaysia. International Journal of Contemporary Business Studies, 3(5), 61-72.
Zikmund, W., Babin, B., Carr, J., & Griffin, M. (2013). Business Research Methods. Nelson Education, Ltd.
In-Text Citation: (Qing & Jusoh, 2022)
To Cite this Article: Qing, T. C., & Jusoh, Z. M. (2022). Factor Influencing Consumer Willingness to Pay for Green Foods Consumption. International Journal of Academic Research in Business and Social Sciences, 12(10), 123 – 138.
Copyright: © 2022 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode