Factors that influence customers to purchase green food products: a case study in Kuching, Sarawak / Marie Jane Juman

Early academic treatments of green marketing spoke of the rapid increase in green consumerism at this time as heralding a dramatic and inevitable shift in consumption towards greener products (Prothero, 1990; Vandermerwe & Oliff, 1990). Like any (relatively) new marketing phenomena, it was soon the subject of a great deal of market research. Much survey evidence from reputable research bodies was cited as identifying heightened environmental awareness, a growing consumer interest in green products, and a pronounced willingness to pay tor green features (Roper Organization, 1990; Mintel, 1991; Worcester, 1993).