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

• Main Authors: Leong, Tan Poh, Mariadass, Audrey Malenee
• Format: Article
• Language: English
• Published: Faculty of Hotel & Tourism Management 2019
• Subjects: Production management. Operations management; Nutrition. Foods and food supply
• Online Access: https://ir.uitm.edu.my/id/eprint/67359/1/67359.pdf; https://ir.uitm.edu.my/id/eprint/67359/; https://www.jthca.org/

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...