IJIMT 2011 Vol.2(5): 401-406 ISSN: 2010-0248
DOI: 10.7763/IJIMT.2011.V2.166

Demographic and Attitudinal Variables Associated with Consumers’ Intention to Purchase Green Produced Foods in Malaysia

Golnaz Rezai, Zainalabidin Mohamed, Mad Nasir Shamsudin, and Phuah Kit Teng

Abstract—The green concept and green foods are developing and are still at their infancy stage in Malaysia. Therefore, there is a need to examine Malaysian consumers’ attitude, perception and intention towards green food consumption. Thus, the objective of this study is to determine the extent to which selected socio-economic/demographic characteristics and attitudes influence the consumers’ intention to purchase green foods in Malaysia especially since there are emerging global issues concerned with the environment, food safety and animal welfare. A survey was conducted in Peninsular Malaysia where 1,355 respondents were interviewed using structured questionnaires to gather important information on their perception and intention to purchase green food in Malaysia. A binary logistic model was used to obtain the coefficients applied to the calculations of the marginal effects and probabilities. The results indicate that educational level, income and other factors such as food safety and environmental friendliness significantly influence Malaysian consumers’ green foods purchasing intention.

Index Terms—Binary logistic model, consumers’ intention,demographic variables, green foods

Golnaz, R. is with Department of Agribusiness and Information Systems, Faculty of Agriculture, Universiti Putra Malaysia, 43400 UPM Serdang,Selangor, Malaysia. (email: rgolnaz@putra.upm.edu.my).
Zainalabidin, M. is with the department of Agribusiness and Information Systems, Faculty of Agriculture, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia. (email: zam@agri.upm.edu.my).
Mad Nasir Shamsudin is with Department of Agribusiness and Information Systems, Faculty of Agriculture, Universiti Putra Malaysia,43400 UPM Serdang, Selangor, Malaysia. (email: nasir@agri.upm.edu.my)
Phuah. K. T. is with Department of Agribusiness and Information Systems, Faculty of Agriculture, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia. (email: girlyphuah@yahoo.com).

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Cite: Golnaz Rezai, Zainalabidin Mohamed, Mad Nasir Shamsudin, and Phuah Kit Teng, "Demographic and Attitudinal Variables Associated with Consumers’ Intention to Purchase Green Produced Foods in Malaysia," International Journal of Innovation, Management and Technology vol. 2, no. 5, pp. 401-406, 2011.

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