Abstract
Green food is produced using environmentally friendly technology and will not harm the environment. The main objective of this research is to determine the factors that influence the willingness to pay for the consumption of green foods among Universiti Putra Malaysia (UPM) students. A total of 250 respondents were involved in this study through simple random sampling. Questionnaires were used as research instruments and distributed online using Google Forms. Data were analysed using Statistical Package for Social Science (SPSS) for Windows version 25.0. Multiple Linear Regression analysis was used to study the factors influencing consumers ’willingness to pay for green foods consumption. The results of Multiple Linear Regression analysis found that the green foods attributes and green advertising significantly influenced the willingness of consumers to pay for green foods (adjusted R2 = 0.876, F = 0.000, p ?0.001). In conclusion, green advertising (Beta = 0.548) was the strongest significant correlation followed by green foods attributes (Beta = 0.297). The implication of this study is that it allows companies to be more focused on these factors that further influence consumers ’willingness to pay for green foods.
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