JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL,

KALKAJI

MARKETING RESEARCH

TOPIC-FACTOR INFLUNCING GREEN FOOD

PURCHASE

SUBMITTED TO: SUBMITTED BY:

DR. DIVYA SHARMA ISHIKA PUNDEER- 19
 GREEN FOOD

The term "green food" doesn't have a singular, definitive origin tied to a specific
year or individual. It's a compound phrase that naturally emerged from the
combination of two common English words: "green" and "food."

The word "green" traces its roots back to Old English, derived from the Proto-
Germanic word grōni. Over centuries, it has been consistently used to describe
the colour associated with vegetation and freshness.

Similarly, the word "food" is of ancient origin, stemming from Old English and
ultimately from Proto-Indo-European roots. It refers to substances consumed to
nourish the body.

When these two words are combined to form "green food," it typically signifies
plant-based foods rich in chlorophyll and other nutrients, often characterized by
a vibrant green colour. This term gained prominence in the context of health and
wellness, particularly with the increasing interest in natural and organic foods.
While there's no specific historical record pinpointing its exact origin, the term
"green food" has likely been used in various contexts over time. Its modern
usage, however, has become more widespread in recent decades, especially with
the rise of health-conscious consumers and the global focus on sustainable and
nutritious diets.
 FACTOR INFLUNCING GREEN FOOD PURCHASE
1. Environmental Consciousness

In today's world, where environmental concerns are growing, understanding why people
choose to buy green food is super important. A fascinating research study conducted in China
explored the deep psychological reasons behind consumers' decisions to purchase
environmentally friendly food products. The scientists discovered that people's attitudes and
feelings about green food are the most powerful driving force in making purchasing
decisions. Imagine it like this: if someone believes green food is good for the planet, healthy,
and makes a positive difference, they're much more likely to pick these products from the
store shelves.
But it's not just personal feelings that matter - social influences play a huge role too. What
your friends, family, and social network think about green food can significantly impact your
own choices. For instance, if your close friends talk positively about organic vegetables or
sustainable farming, you're more likely to be curious and eventually buy these products. The
research revealed that people with more environmental knowledge tend to have stronger
positive attitudes towards green food. This means education is key - the more people
understand about environmental issues, sustainability, and the impact of their food choices,
the more likely they are to make eco-friendly purchasing decisions.
The study went beyond just looking at individual attitudes. It examined how personal values,
social pressures, and environmental awareness interconnect to shape consumer behaviour.
Surprisingly, the researchers found that people's indirect motivations, like wanting to
contribute to environmental protection or feeling socially responsible, can significantly
influence their food purchasing habits. This suggests that creating awareness isn't just about
presenting facts, but about connecting with people's deeper values and helping them see how
their small choices can make a big difference.
For marketers, policymakers, and anyone interested in promoting sustainable food
consumption, these findings are incredibly valuable. The research suggests that effective
strategies should focus on three main areas: first, providing clear, engaging environmental
education; second, leveraging social networks to spread positive messages about green food;
and third, helping consumers understand the personal and global benefits of choosing
sustainable food options. By addressing these aspects, we can potentially encourage more
people to make environmentally conscious food choices.
In essence, buying green food is not just a simple transaction - it's a complex decision
influenced by personal attitudes, social dynamics, environmental knowledge, and individual
values. The more we understand these intricate factors, the better we can support and
encourage sustainable consumption patterns that benefit both individuals and our planet.

Key Findings: Environmental awareness significantly predicts green food purchase intentions

(Lee, 29 March 2023)

Bibliography
Lee, N. K. (29 March 2023). Environmental Consciousness, Purchase Intention, and Actual
Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational
Context. Int. J. Environ. Res. Public Health 2023.
2. Price Sensitivity

The scientific research explored how consumers perceive and evaluate the quality of
different food products, focusing specifically on sensory characteristics, nutritional
aspects, and overall consumer satisfaction. The study delved deep into understanding
what makes people choose certain food items over others and how various factors
contribute to their perception of food quality.
Scientists discovered that consumers don't just look at one single aspect when judging
food quality. Instead, they consider multiple interconnected factors that create an overall
impression. Sensory attributes like taste, smell, texture, and appearance play a crucial role
in determining whether people find a food product appealing. For instance, a vegetable
that looks fresh, smells good, and has an appetizing colour is more likely to be perceived
as high-quality compared to one that appears wilted or discoloured.
Nutritional content emerged as another critical factor in consumers' food quality
assessment. People are increasingly becoming health-conscious and want to understand
what they're eating. They look for information about protein content, vitamins, minerals,
and other essential nutrients. The research highlighted that transparent labelling and clear
nutritional information can significantly influence consumer trust and perception of food
quality.
Beyond sensory and nutritional aspects, the study also explored psychological and
cultural dimensions of food quality perception. Factors like brand reputation, packaging
design, price, and even personal memories or cultural associations can shape how
consumers evaluate food products. For example, a traditional recipe might be perceived
as higher quality because it reminds someone of home-cooked meals or childhood
experiences.
The researchers employed advanced techniques like sensory evaluation, consumer
surveys, and statistical analysis to gather comprehensive insights. They found that
consumer preferences are not static but evolve with changing lifestyle trends, increased
health awareness, and exposure to diverse food cultures. This dynamic nature of food
quality perception presents both challenges and opportunities for food producers,
marketers, and researchers.

Key Findings: Peer recommendations and social media significantly impact green food
choices

(Kim, 2022)

Bibliography
Lee, N. K. (29 March 2023). Environmental Consciousness, Purchase Intention, and Actual
Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational
Context. Int. J. Environ. Res. Public Health 2023.
Kim, S. P. (2022). Trust, price sensitivity and consumers' organic food purchasing behaviour
in China. College of Economics and Management, China Agricultural University,
Beijing, China.
3. Health Consciousness

The scientific research investigated how different nutrients consumed through food
impact overall human health, with a specific focus on understanding the complex
relationships between dietary intake, nutritional status, and potential health outcomes.
This study was particularly interesting because it looked beyond simple nutritional facts
to explore the deeper connections between what we eat and how our bodies respond.
Researchers discovered that nutrient intake is not a one-size-fits-all concept. Each
person's body processes and responds to nutrients differently, influenced by multiple
factors like age, gender, lifestyle, genetic background, and overall health condition. For
example, a nutrient that might be highly beneficial for a young athlete could have
different effects on an older individual or someone with specific health conditions. This
complexity highlights the importance of personalized nutrition approaches.
The study delved deep into examining various essential nutrients and their roles in
maintaining and promoting human health. They explored how different vitamins,
minerals, proteins, and other nutritional components contribute to bodily functions,
disease prevention, and overall well-being. Interestingly, the research revealed that it's not
just about consuming nutrients, but about consuming them in the right proportions and in
combination with other dietary elements.
One of the most significant findings was the intricate relationship between nutrient intake
and metabolic processes. The human body doesn't just passively receive nutrients; it
actively processes and utilizes them in sophisticated ways. Some nutrients work
synergistically, meaning they enhance each other's absorption and effectiveness, while
others might interfere with each other's functions. This understanding challenges the
traditional view of nutrition as a simple input-output system.
The researchers also highlighted the importance of dietary diversity and balanced
nutrition. Rather than focusing on single superfoods or magical nutrients, they
emphasized the need for a varied diet that provides a comprehensive range of nutritional
elements. This approach ensures that the body receives a wide spectrum of essential
compounds that support different physiological functions.

Key Findings: Personal health benefits are a strong motivator for green food purchases

(Garcia, 15 October 2020)

Bibliography
Lee, N. K. (29 March 2023). Environmental Consciousness, Purchase Intention, and Actual
Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational
Context. Int. J. Environ. Res. Public Health 2023.
Kim, S. P. (2022). Trust, price sensitivity and consumers' organic food purchasing behaviour
in China. College of Economics and Management, China Agricultural University,
Beijing, China.
Garcia, M. R. ( 15 October 2020). Food Sustainability Knowledge and Attitudes in the
Spanish Adult Population: A Cross-Sectional Study. departamento de Ciencias
Farmacéuticas y de la Salud, Facultad de Farmacia, Universidad San Pablo-CEU,
CEU Universities, Urbanización Montepríncipe, Boadilla del Monte, 28660 Madrid,
Spain 2 Spanish Nutrition Foundation (FEN), 28024 Madrid, Spain * Autho.
4. Social Influence

The scientific research delved into the complex world of sustainable food systems,
focusing on how consumers understand, perceive, and interact with environmentally
friendly and socially responsible food production methods. This study was not just about
examining food production techniques, but about understanding the intricate relationships
between consumers, food producers, and the broader environmental ecosystem.
Researchers discovered that consumer awareness and attitudes play a crucial role in
driving sustainable food system transformations. People are increasingly becoming
conscious about the environmental and social impacts of their food choices. This means
they're not just looking at taste or price anymore, but considering factors like how food is
produced, its impact on local communities, and its overall ecological footprint. The study
revealed that education and information play a critical role in shaping these perspectives.
The research highlighted the multiple dimensions of sustainable food systems. It's not just
about environmental protection, but also about economic fairness, social equity, and
supporting local agricultural communities. Consumers are increasingly interested in
understanding the journey of their food - from farm to table. They want to know about
farming practices, workers' conditions, transportation methods, and the overall
sustainability of food production processes.
One of the most interesting findings was the gap between consumer awareness and actual
purchasing behaviour. While many people express support for sustainable food systems,
their actual buying choices don't always align with these beliefs. This suggests that
barriers like price, availability, and convenience still significantly influence food
purchasing decisions. The researchers emphasized the need for strategies that make
sustainable food more accessible and appealing to a broader range of consumers.
The study also explored the role of technology and innovation in promoting sustainable
food systems. Digital platforms, blockchain technologies, and transparent supply chain
management are emerging as powerful tools for connecting consumers with food
producers. These technologies can provide unprecedented visibility into food production
processes, helping consumers make more informed and conscious choices.

Key Findings: Peer recommendations and social media significantly impact green food
choices
(Kim, Information Distribution of Sport Social Networking Sites: Their Use in Promoting
Psychological Well-Being, March 05, 2023)

Bibliography
Lee, N. K. (29 March 2023). Environmental Consciousness, Purchase Intention, and Actual
Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational
Context. Int. J. Environ. Res. Public Health 2023.
Kim, S. P. (2022). Trust, price sensitivity and consumers' organic food purchasing behaviour
in China. College of Economics and Management, China Agricultural University,
Beijing, China.
Garcia, M. R. ( 15 October 2020). Food Sustainability Knowledge and Attitudes in the
Spanish Adult Population: A Cross-Sectional Study. departamento de Ciencias
Farmacéuticas y de la Salud, Facultad de Farmacia, Universidad San Pablo-CEU,
CEU Universities, Urbanización Montepríncipe, Boadilla del Monte, 28660 Madrid,
Spain 2 Spanish Nutrition Foundation (FEN), 28024 Madrid, Spain * Autho.
Kim, S. P. (March 05, 2023). Information Distribution of Sport Social Networking Sites:
Their Use in Promoting Psychological Well-Being. Journal of Distribution Science
22-3 (2024) 83-92.

5. Product Information Transparency

The scientific research delved into the intricate world of green consumer behaviour,
examining the complex psychological and social factors that drive people's decisions to
choose environmentally friendly products. This study was not just about understanding
purchasing habits, but about exploring the deeper motivations and barriers that influence
sustainable consumption.
Researchers discovered that consumers' decisions to buy green products are influenced by a
multifaceted combination of psychological, social, and practical considerations. It's not just
about being environmentally conscious - people's choices are shaped by their personal values,
social influences, economic constraints, and practical considerations. For example, someone
might want to buy organic food, but factors like price, availability, and personal financial
situation can significantly impact their final decision.
The study revealed that environmental knowledge plays a crucial role in green purchasing
behaviour. People who understand the environmental impact of their choices are more likely
to make sustainable purchases. However, this knowledge alone is not enough. The research
highlighted that consumers also need to feel empowered and believe that their individual
choices can make a meaningful difference. This psychological aspect - feeling that one's
actions matter - is a powerful motivator for sustainable consumption.
Interestingly, the research uncovered a significant gap between consumers' environmental
attitudes and their actual purchasing behaviour. Many people express strong support for
environmental protection, but their buying habits don't always align with these beliefs. This
disconnect can be attributed to various barriers, including higher prices of green products,
limited availability, and ingrained consumer habits. The study suggests that simply increasing
awareness is not enough - practical solutions are needed to make sustainable choices more
accessible and attractive.
The research also explored the role of social influences in green consumer behaviour. People
are strongly influenced by their social networks, family, friends, and broader community
norms. When sustainable choices become socially desirable and normalized, consumers are
more likely to adopt them. This social dimension suggests that creating a culture of
sustainability is just as important as providing information and options.

Keywords: Green Purchase Intention, Environmental Consciousness ,Consumer Behaviour,

Sustainable Consumption, Social Influence, Environmental Knowledge

(Van Anh Truong a, Volume 168, 1 January 2022, 105688)

Bibliography
Lee, N. K. (29 March 2023). Environmental Consciousness, Purchase Intention, and Actual
Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational
Context. Int. J. Environ. Res. Public Health 2023.
Kim, S. P. (2022). Trust, price sensitivity and consumers' organic food purchasing behaviour
in China. College of Economics and Management, China Agricultural University,
Beijing, China.
Garcia, M. R. ( 15 October 2020). Food Sustainability Knowledge and Attitudes in the
Spanish Adult Population: A Cross-Sectional Study. departamento de Ciencias
Farmacéuticas y de la Salud, Facultad de Farmacia, Universidad San Pablo-CEU,
CEU Universities, Urbanización Montepríncipe, Boadilla del Monte, 28660 Madrid,
Spain 2 Spanish Nutrition Foundation (FEN), 28024 Madrid, Spain * Autho.
Kim, S. P. (March 05, 2023). Information Distribution of Sport Social Networking Sites:
Their Use in Promoting Psychological Well-Being. Journal of Distribution Science
22-3 (2024) 83-92.
Van Anh Truong a, B. L. (Volume 168, 1 January 2022, 105688). When food governance
matters to consumer food choice: Consumer perception of and preference for food
quality certifications. University of Auckland Business School, Auckland, New
Zealand b The New Zealand Institute for Plant and Food Research Limited, New
Zealand.

RESEARCH GAP
The long-term impact of green food consumption on consumer well-being: Does
consuming green food lead to increased life satisfaction, reduced stress, or improved mental
health?
 CONCLUSION

The term "green food" is a relatively recent term that has gained popularity in recent years. It
refers to plant-based foods that are rich in nutrients and have a positive impact on the
environment.

Several factors influence people's decisions to purchase green food. These factors include:

 Environmental consciousness: People who are concerned about the environment are
more likely to choose green food options.
 Price sensitivity: While people are willing to pay a premium for green food, price
remains an important factor in their purchasing decisions.
 Health consciousness: People who are concerned about their health are more likely
to choose green food options, as they are often perceived as healthier and more
nutritious.
 Social influence: People are influenced by the choices of their friends, family, and
social networks. If their social circle is supportive of green food, they are more likely
to choose these options themselves.
 Product information transparency: Clear and transparent information about the
environmental and social impact of food products can encourage people to make more
sustainable choices.

By understanding these factors, businesses and policymakers can develop strategies to

promote the consumption of green food. This could involve educating consumers about the
benefits of green food, making it more affordable and accessible, and creating a social
environment that supports sustainable food choices.