The Future of Green Food Consumption in Malaysia

June 27, 2022

We always hear the phrase “live to eat” among Malaysians and indeed Malaysians love food. While food is a basic necessity in human life, consumption patterns have changed over the years and they are increasingly becoming more aware and concerned about the food they put in their body. Nutritious, healthy, safe, environmentally and animal-friendly food are now being sought, which has led to the green concept becoming more popular among consumers in tandem with sustainable agricultural development.


Dr Siti Intan Nurdiana Wong Abdullah, senior lecturer, Faculty of Business and Communications, INTI International University.

According to the GrabFood Trend Report 2020/21 published in The Star, seven out of 10 Malaysians want to eat healthier and 44% are willing to pay more for healthier food. In addition to that, orders for healthy food increased threefold in 2020 compared to 20191.

“Such awareness and motivation towards self-improvement reflect an individual’s view of mortality that would instigate a response,” said Dr Siti Intan Nurdiana Wong Abdullah from the Faculty of Business and Communication, INTI International University, in a research project she conducted titled “The Future of Green Food Consumption in Peninsular Malaysia.”

However, there are many factors that influence our daily food consumption such as close friends, environmentalist behaviour, persuasive advertising or marketing, cost of food, consumer attitude and awareness on healthy eating, as well as environmental knowledge.

The Theory of Planned Behaviour (TPB) was used in a study to measure Malaysian’s intention to purchase green food in Peninsular Malaysia area. The study showed that perceived behavioural control is the main factor influencing consumer purchase intention. This is followed by motivation to comply and pressure from social referents. As a matter of fact, consumer attitude towards the outcome of buying green food has no effect on consumer decision.

Nevertheless, the results indicated that consumer buying intention will increase with the availability of social referents as guidance. Bernard Lim Jit Heng, a lecturer from INTI International College Subang’s Centre for University of Hertfordshire Programmes, who was also part of the research mentioned that, “Factors like availability of environmentalist key opinion leaders, green society, and green movement as referents to consumers will influence their buying intention towards environmentally friendly products. This is viewed as a social collective effort of showing concern for the environment along with the attempt to protect it from being damaged by human activities.”


Many factors influence consumers to buy green food such as green advertisement, aggressive campaigns, and behaviour.

There are many environmental initiatives and campaigns developed and supported by non-governmental organisations (NGO) in Malaysia that focus on developing public awareness and assisting in environmental protection such as ECOMY, MNS and the Free Tree Society. Despite having the awareness from these NGOs, consumers however still think that the government needs to be more aggressive in influencing green consumer behaviour.

The research also suggests that in terms of dietary, nutritional, and environmental sustainability, Malaysia is experiencing a rapid transformation. Therefore, it is hoped that the government continues to play a key role in promoting green food because it is becoming increasingly important in the food services industry.

“The government needs to create effective environmental awareness among members of the public by highlighting the consumer roles and responsibilities in preserving the environment. Besides that, the increase in unsustainable economic practices requires the government to develop effective strategies supported with policies and framework especially in addressing ecological issues, rising inflation, and food costs.Environmental conservation and food security should be the nation’s top priority,” explained Dr Siti Intan Nurdiana.


A farmer harvests fresh vegetables from a field.

The implementation of green practices for the sake of humanity and environmental wellbeing can be achieved by spreading public awareness, cooperation between companies, strict enforcement, and continuous monitoring activities. All of this should begin with the individual through correct understanding and deep awareness2.

Furthermore, promoting consumer confidence in a product by providing relevant information will assist their purchasing decisions. Effective product awareness campaigns can be conducted through public exhibitions, roadshows, seminars, and conferences to gain consideration, trust, and demand for green food. This kind of action can help to establish a positive perception and encourage better perception among consumers towards green food.

Marketing communications tools are most effective in influencing and shaping consumer’s minds, decisions and actions3. Mass and social media should be used accordingly to emphasize the relationship between environmental and health issues and consumer purchasing behaviour. This can help consumers to better understand green food and help them make decisions when buying.

Unfortunately, excessive advertising and prioritising profits will have a negative impact on consumers. Dr Siti Intan Nurdiana also explained, “Marketing managers should use the approach of showing consumers an organisation’s good intentions and continuous commitment and action towards environmental protection and conservation at all levels and processes.”


Green food is rapidly becoming a popular choice in the food service industry.

She said through this approach, it is easier to make a positive impact on consumers since the organisation demonstrates a long-term sense of responsibility for sustainable environmental development aligned with the UN Sustainable Development Goals (UNSDG).

This research was a joint effort between Dr Siti Intan Nurdiana, Bernard Lim Jit Heng, and another member from Tunku Abdul Rahman University College (TARC).

1https://www.thestar.com.my/food/food-news/2022/01/08/food-trends-to-look-out-for-in-2022#:~:text=GrabFood’s%20Food%20Trends%20Report%202020,times%20more%20than%20in%202019!&text=%E2%80%9CWe%20have%20seen%20a%20burst,wellness%20foods%20and%20organic%20foods.

2https://www.nst.com.my/opinion/columnist/2017/04/223891/care-environment-through-green-initiatives

3https://www.academia.edu/40421215/Marketing_Communications_for_Sustainable_Consumption_A_Conceptual_Framework