Factors affecting young adults' purchase intention of green food products in Malaysia / Tan Poh Leong and Audrey Malenee Mariadass
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 univers...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Hotel & Tourism Management,
2019-12.
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| Subjects: | |
| Online Access: | Get fulltext View Fulltext in UiTM IR |
| LEADER | 01651 am a22001813u 4500 | ||
|---|---|---|---|
| 001 | 67359 | ||
| 042 | |a dc | ||
| 100 | 1 | 0 | |a Leong, Tan Poh |e author |
| 700 | 1 | 0 | |a Mariadass, Audrey Malenee |e author |
| 245 | 0 | 0 | |a Factors affecting young adults' purchase intention of green food products in Malaysia / Tan Poh Leong and Audrey Malenee Mariadass |
| 260 | |b Faculty of Hotel & Tourism Management, |c 2019-12. | ||
| 856 | |z Get fulltext |u https://ir.uitm.edu.my/id/eprint/67359/1/67359.pdf | ||
| 856 | |z View Fulltext in UiTM IR |u https://ir.uitm.edu.my/id/eprint/67359/ | ||
| 520 | |a 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. | ||
| 546 | |a en | ||
| 650 | 0 | 4 | |a Production management. Operations management |
| 650 | 0 | 4 | |a Nutrition. Foods and food supply |
| 655 | 7 | |a Article | |