Factors affecting young adults’ purchase intention of green food products in Malaysia / Tan Poh Leong and Audrey Malenee Mariadass

Leong, Tan Poh and Mariadass, Audrey Malenee (2019) Factors affecting young adults’ purchase intention of green food products in Malaysia / Tan Poh Leong and Audrey Malenee Mariadass. Journal of Tourism, Hospitality and Culinary Arts, 11 (2). pp. 20-45. ISSN 1985-8914 ; 2590-3837

Official URL: https://www.jthca.org/

Abstract

This study aims to analyse how factors such as willingness to pay, green advertisement and trust affect the intention to purchase green food. Furthermore, this study also intends to explore the role of green food product attributes as a mediator. Survey questionnaires were collected from 306 university students through purposive sampling technique. The data was analysed using Partial Least Square Structural Equation Modelling (PLS-SEM) method. The findings indicated that green food product attributes have a significant mediation effect between the independent variables and purchase intention. The green advertisement was also found to have a complementary partial mediating effect. The interpretation of the results would shed light on the aspects that consumers value the most when considering purchasing green food products and how green food producers could better position and market their green food products to entice more people to try it.

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Item Type: Article
Creators:
Creators
Email / ID Num.
Leong, Tan Poh
tanpl@tarc.edu.my
Mariadass, Audrey Malenee
UNSPECIFIED
Subjects: T Technology > TS Manufactures > Production management. Operations management
T Technology > TX Home economics > Nutrition. Foods and food supply
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality and Culinary Arts
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 ; 2590-3837
Volume: 11
Number: 2
Page Range: pp. 20-45
Keywords: Green advertisement, green food attributes, purchase intention, trust, willingness to pay
Date: December 2019
URI: https://ir.uitm.edu.my/id/eprint/67359
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