Consumers' Perception Toward Green Food Consumption: Malaysians Consumption Behavior towards Green F

Globally, the green movement and 'going green' are not new concepts. It started with saving trees, replanting trees and recycling 30 years ago. However, going green has gone beyond environmentalism. The business of going green is getting more and more popular since consumers are increasingly becoming aware of environmental issues and are starting to alter their purchasing behavior to a more environmentally friendly way. Consumers' food consumption patterns are changing rapidly. Consumers become more concerned about the food they consume. They tend to consume foods that are nutritious, healthy, safe and friendly to the environment and animals. Thus the green concept is now steadily being disseminated among consumers in conjunction with sustainability and conservation of agricultural development. Therefore, the objective of this study is to determine Malaysian consumers' awareness, perception, attitudes, and intention to purchase green food.