PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

The rising concerns for food safety and insecurity, coupled with environmental issues, push consumers to make ethical choices affecting their purchase behaviour. The demand trend for green food products is rising and fast-growing economies like Malaysia is not exempted. The green food products industry is in its infancy stage in Malaysia and stakeholders need consumer behavioural research to develop Malaysia's green food industry. Few contextual researches have been undertaken in Malaysia and therefore this study was conducted to determine the significance of the link between consumer behavioural factors and the intent to purchase green food products. An adapted extended Theory of Planned Behaviour (TPB) model was used in the study and the influence of Environmental Attitude (EA), Subjective Norm (SN), Perceived Behavioural Control (PBC), Environmental Knowledge (EK), Health Consciousness (HC) and Environmental concern (EC) on green product purchase intention was examined. A total of three hundred questionnaires were distributed in the Klang Valley and 284 usable responses received were used to examine the significance of relationships using multiple regression analysis. Findings indicated that EC, PBC, HC and SN had a significant relationship to Intent to Purchase (ITP) green food products. The factors that marketers should focus on are environmental concern, price, availability, health benefits and initiatives to promote environmental knowledge and attitude that may influence the purchase intentions positively.