This study is aims to determine the factors that affect the practices towards green food consumption among Generation Y of Chinese consumers. Data was collected through face-to-face approach. A survey was conducted at Jusco shopping centre Seremban, Negeri Sembilan where 150 respondents were interviewed using structured questionnaires to gather important information like knowledge, attitude, and practice towards green food consumption. Results suggest that demographic characteristic such as gender, age; education level and income level are not significant towards practices on green food consumption. There are 65.24% of the respondents have answered correctly for the section of green food knowledge. The green food knowledge of respondents towards green food was correlated with practices (r=-0.170; p=0.037) whereas attitude of respondents towards green food was correlated with their practice (r=0.192; p=0.018). The result indicated that respondent who have positive attitude tends to have practicing a good behaviour towards green food consumption. This study can help consumers more understanding about “Green Food” and increase the awareness and interested to purchase and consume green food product. Importantly, this study expanded our current understanding of a growing important consumer segment which is Generation Y adults aged from 12 until 30 years old. Lastly, this finding also showed that Generation Y respondents scored moderate level of practices towards the green food consumption. Future research can be done by the researchers through other sampling method, comparison among different Generation and qualitative methodology.
Keywords: Green Food, Knowledge, Attitude, Practices