Green Marketing: A Study of Consumers' Purchase Intention Towards Organic Foods

Abstract

Organic food consumption is on the rise yet, it is not being studied deeply. Green marketing, in general, refers to marketing activities that attempt to reduce the negative social and environmental impacts of existing products and production systems, while also promoting less harmful products and services. Food consumption has a large influence on the environment, individuals, and public health. As a result, people tend to divert towards organic foods which may be least harmful to the environment. This paper aims to determine consumers’ purchase intention toward organic foods. A questionnaire was utilized to gather the data for this study. An online survey method was applied, which lasted for two weeks and had a total of 54 respondents. The findings of this study suggest that consumers' concern for environmental issues, their knowledge of organic foods, as well as their concerns about food safety, all contribute to their attitude toward the purchase intention of organic foods. Moreover, their positive attitude did translate into their actual purchasing of organic foods.