Green food products buying behaviour among millennials in Malaysia / Norazlina Rahmat and Norzaidah Ngali

• Main Authors: Rahmat, Norazlina, Ngali, Norzaidah
• Format: Book Section
• Language: English
• Published: Division of Research, Industrial Linkages and Alumni, UiTM Cawangan Melaka 2023
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: https://ir.uitm.edu.my/id/eprint/81692/1/81692.pdf; https://ir.uitm.edu.my/id/eprint/81692/; https://www.mic3st.com/
• Institution: Universiti Teknologi Mara

The Malaysian millennial community's interest in the perceived green value of products has risen after realising unhealthy eating and lifestyle have directed consumers to choose green consumption. By applying the theory of planned behaviour (TPB), this study examines the buying behaviour of gre...