Factors influencing the practices of green food consumption among generation Y of chinese consumers in Negeri Sembilan

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, ageeducation 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=-0.170p=0.037) whereas attitude of respondents towards green food was correlated with their practice (r=0.19