A Study of Consumption Patterns on Green Food among Students in Universiti Utara Malaysia

Abstract

Health consciousness, food safety, and environment consciousness are the main reasons why the consumers progressively aware about the products they consume. Since the nature is getting worst due to environmental problems, it has become a public concern to introduce green concepts in many countries include Malaysia. The objective and aim of the study is to identify the green food consumption patterns among undergraduate students in Universiti Utara Malaysia. Even the awareness of food quality and eating patterns could influence students mentally and physically. There are various numbers of companies to be more responsive in addressing the development of environmentally friendly product to the consumers. Green food consumption patterns are different from country to country. The changed due to the rapid growth of socioeconomic through an increasing number of consumer demand. The consumers aware and changed their favourite of food choice toward more healthy and nutritious lifestyle. Since, the consumers have a strong power in purchasing and consuming food, it is necessary to concern about food safety and health consciousness. The findings show that environmental consciousness, perceived consumer effectiveness and health consciousness have relationships with consumption patterns of green food. However, social influence doesn’t have a relationship with consumption patterns of green food.