Determinants of Green Food Consumption among Malaysian University Students: A Conceptual Perspective

Abstract

Sustainability has become a key concern in global development, particularly in the food sector, which significantly affects environmental quality, public health, and socio-economic equity. Despite increasing environmental awareness and the growing availability of green food products, a persistent attitude-behaviour gap limits the translation of pro-environmental values into actual purchasing decisions, particularly among young people and students. This gap remains insufficiently addressed in existing literature, particularly within the Malaysian higher education context, where the role of institutional sustainability practices in shaping student consumption behaviour is underexplored. University students represent a critical segment for promoting sustainable consumption and are increasingly exposed to sustainability initiatives within higher education institutions. This conceptual paper proposes a comprehensive framework to examine the determinants of green food consumption among Malaysian university students, with green purchase intentions serving as a mediating variable. The model identifies key antecedents: perceived corporate social responsibility, environmental awareness, healthy lifestyle preferences, and green advertising. Perceived corporate social responsibility fosters trust and favourable attitudes toward environmentally responsible food brands. Environmental awareness reflects knowledge and concern about ecological consequences, while healthy lifestyle preferences highlight the role of health-oriented motivations in green food choices. Green advertising serves both informational and persuasive purposes, shaping consumer perceptions and intentions. Further, green university practices are proposed as a moderating variable that strengthens or weakens the relationship between individual-level determinants and green purchase intentions. The framework proposes that green purchase intentions mediate the influence of the four antecedents on green food consumption, while green university practices moderate the antecedent-intention relationships. By integrating psychological, motivational, and contextual factors within a mediated-moderated framework, this study offers theoretical and practical insights and provides a foundation for future empirical investigation.