Citation
(2015), "Executive summary of “Does religion influence consumers’ green food consumption? Some insights from Malaysia”", Journal of Consumer Marketing, Vol. 32 No. 7. https://doi.org/10.1108/JCM-11-2015-053
Publisher
:Emerald Group Publishing Limited
Executive summary of “Does religion influence consumers’ green food consumption? Some insights from Malaysia”
Article Type: Executive summary and implications for managers and executives From: Journal of Consumer Marketing, Volume 32, Issue 7
This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present.
The link between food choices and their impact on health issues like heart disease, diabetes and obesity is recognized by an increasing number of consumers. Such knowledge prompts changes to eating habits and increases demand for food which is natural or green. Health concerns have also grown as agriculture and marketing have advanced. Consumers also place importance on food processing methods, safeguarding the environment and animal welfare. Their expectations in these areas thus ensure that development in the food industry incorporates considerable emphasis on environmental sustainability.
According to the theory of planned behavior, attitude predicts intention to perform a specific behavior, which in turn impacts on actual behavior. Attitude is regarded as an internal value, while behavior is also externally influenced by subjective norm and perceived behavioral control.
In this context, internal factors reflect the attitude of consumers toward purchasing green food or their personal values with regard to environmental protection and safeguarding of its resources. Research indicates that purchase intention and consumption can be influenced by various factors including awareness, values, needs, lifestyle and motivation, among others. It is similarly reported that those expressing greater environmental concerns will be likelier to purchase green food and perceive it as being healthier than conventional options.
Subjective and social norms which impact on green food consumption are shaped by such as government actions and the media in informing consumers about the importance of environmental issues. Scholars have found that young consumers who are knowledgeable about environmental problems scrutinize product labels more and are likelier to express greater favorability toward the marketing of green products.
Consumption of green food is also influenced by contextual factors. Some relate to how easy or difficult people find it to access green products. Poor availability is a notable issue that can result in consumers buying “environmentally unfriendly” products even if they advocate green behaviors. Such environmentally conscious individuals generally indicate a willingness to change their consumption behaviors to protect the environment. Pro-environmental values will invariably become personal norms for people thus inclined.
It is proposed by different researchers that consumption of green food can inspire other forms of ecologically friendly behaviors. Such consumers are known to engage in a wide variety of activities which include recycling, energy conservation and car-sharing. Others might become involved with community-based initiatives like the disposal of chemicals and other hazardous wastes.
Various studies point out that participation in these and other activities will only occur if the individual concerned exhibits the intention to do so. Any aims to change a specific behavior will first have to inspire change in the intention to perform that behavior.
Religion plays a key role in the consumption preferences of certain consumer groups. Muslims illustrate the point perfectly, as their holy scriptures determine what they are permitted to eat and how the food should be prepared. The requirement that meat must be “halal” is a fundamental part of a Muslim’s more “normative” diet when compared with non-Muslims.
Mohd Suki and Mohd Suki conduct a study to ascertain which attributes of green food are, respectively, important to Muslim and non-Muslim consumers in Malaysia. The study involved distributing a questionnaire to students aged between 18 and 25. These respondents were chosen because research indicates that Generation Y consumers are typically more concerned about the environment than other cohorts. Females accounted for 385 of the 700 usable responses obtained. In addition to demographic information, the questionnaire asked subjects to indicate their experience of green food, knowledge and perceptions of green food consumption, attitudes toward green food consumption and internal and external factors which influence their green consumption behavior.
Responses to the questionnaire revealed that non-Muslim participants engaged most with the statements:
humans need to understand the existing and developing ways of nature and then comply with these ways;
to survive, humans must harmoniously coexist with nature; and
promotion by media can increase green food consumption.
Least popular among these respondents was the statement “I always buy green food”.
For Muslim consumers, the most popular statements were:
promoting green food helps to better preserve the environment of our country;
humans need to understand the existing and developing ways of nature and then comply with these ways; and
we need to harmoniously coexist with nature.
The statement “when preparing parties or dinners, I would choose green food” appealed least to Muslims.
Non-Muslim consumers in the study included Hindus and Buddhists who follow strict vegetarian diets. The authors concluded that attitudes toward personal environmental values regarding green food were “very encouraging” among both groups.
Analysis revealed main differences between the groups were that non-Muslim consumers were influenced more by:
Specific needs such as rewarding themselves or giving higher-priced green foods to family members or friends as a gift. Availability of flexible payment options was also seen as important.
Personal environmental values pertaining to the relationship between humans and the environment.
Government efforts with regard to the labeling of green food to effectively inform consumers and encourage business practices which are ethical and sustainable. An example is the clear marking of halal food.
Promotion of green foods using traditional and new media for “attractive and informative” campaigns.
General environmental values.
The authors point out the value to marketers of identifying which attributes of green foods matter most to Muslim and non-Muslim consumers. Previous work has noted that demand for halal foods also exists among non-Muslims and is primarily based on perceived health benefits. Clearly labeling such products and using religious cues to indicate product suitability is thus important for both consumer groups.
Acknowledging the importance of religion in respect of specific needs and personal environmental values is likewise urged. It is also suggested that food managers develop marketing initiatives which express the values and benefits associated with green food consumption. These can be communicated through advertisements and at various national and international exhibitions and shows.
Researchers might in future use a broader sample of participants to incorporate different educational levels. Comparing other cultural groups is another research possibility, along with examining specific green food products.
To read the full article enter 10.1108/JCM-02-2014-0877 into your search engine.
(A précis of the article “Does religion influence consumers’ green food consumption? Some insights from Malaysia”. Supplied by Marketing Consultants for Emerald.)