THE ROLE OF SOCIAL MEDIA IN GREEN FOOD PURCHASE INTENTION AMONG MALAYSIAN CONSUMERS
DOI:
https://doi.org/10.35631/JTHEM.1145030Keywords:
Green Food, Social Media, Consumer Behaviour, Theory Of Planned Behaviour, MalaysiaAbstract
This study aims to investigate the relationship between social media and the purchase intention for green food. It will also determine the factors affecting consumers' intention to purchase green food in Malaysia. Cross-sectional quantitative data were collected from participants via a survey, and IBM SPSS 26 was used to analyze the data. A total of 198 questionnaires were distributed via online platforms across Malaysia, to examine the significance of relationships using multiple regression analysis. The study's findings indicated that the primary variables influencing consumers' purchase intention of green food were derived from all elements of the Theory of Planned Behaviour (TPB), namely attitude (ATT), subjective norms (SN), and perceived behavioural control (PBC), along with two supplementary variables: social media usage (SMU) and digital marketing interactions (DMI). The multiple regression analysis revealed that attitude, perceived behavioural control, social media usage, and digital marketing interaction significantly and positively influenced consumers’ green purchase intention. In contrast, subjective norm was not found to be a significant predictor of green purchase intention. These findings suggest that consumers’ intentions to purchase green food are primarily shaped by individual evaluations, perceived behavioural control, and digital engagement rather than subjective norms.
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