Sustainable food consumption: theory of planned behavior – the case of low income group in Penang, Malaysia.
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Date
2010
Authors
Mohamed Shariff, Abdul Halim
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Abstract
Poverty and environmental degradation are closely interrelated. While poverty results in certain
kinds of environmental stress, the major cause of the continued deterioration of the global
environment is the unsustainable pattern of consumption and production, particularly in
industrialized countries, which is a matter of grave concern, aggravating poverty and imbalances
Low-income consumers account for almost two-thirds of the world’s population and have a
combined spending power of approximately US$ 5 trillion
This research attempts to uncover the factors that cultivate the behavior of low income group in
Penang Malaysia towards purchasing sustainable food product. Numerous researches have been
conducted to understand green purchasing behavior but non focus on low income group food
consumption behavior. The research is understand the consumption behavior of this group and
factors that influence food consumption behavior of the low income group in Penang, Malaysia
by looking at the attitude, perceive barriers, knowledge in sustainable consumption and personal
norm of the group towards sustainable food consumption.
The study has proved that positive attitude and knowledgeable society in sustainable food
consumption have significant positive relationship towards intention to purchase sustainable food
product and as expected with limited income of the low income group, perceive barrier have
negative relation with intention to purchase sustainable food. On the other hand, personal norm
have no significant relationship toward sustainable food consumption.
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Keywords
Business Administration , Food Consumption