Abstract

The study is to present the impact of changing consumer lifestyle on intention to purchase towards green and Halal foods of the chicken meat industry in Malaysia. The objective of the study is to investigate the factors affecting on intention to purchase towards green and Halal foods of the chicken meat industry in Malaysia. Those factors are natural content, convenience, knowledge of Halal and green foods issue, familiarity, price consciousness, attitude towards purchasing and demographic profile. There are 377 respondents with using simple random sampling and questionnaires for interviewing. Descriptive analysis, correlation, ANOVA and factor analysis will be tested into this study. This study would be provided the benefits of consumers’ lifestyle towards the intention to purchase towards green and Halal foods as the selecting of the chicken meat in consumer market. Moreover, the implication of this study is to get the niche market (which is Halal and green marketing) knowledge and information towards the chicken meat industry in Malaysia.

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