Consumer Perceptions and Intentions Toward Buying Green Food Products: A Case of Tanzania

Abstract Research on green products has been extensively developed recently but there is less that is known with respect to consumer perception toward those products especially in emerging markets. The cross-cultural studies have indicated a significant degree of differences between and within these markets, a fact that is expected to provide unique insights for other established theories. This study therefore aimed at examining the consumer perceptions and intentions in buying green food products, with a case of Tanzania (one of the fastest emerging markets of Africa). Quantitative data were collected in a cross-sectional manner, using a well-structured questionnaire with a sample of 399 respondents. Study findings reveal that consumers’ intention to buy is highly influenced by their health benefit perceptions on green food products. Food quality and its safety were also found to be good predictors of consumers’ buying intention that affect it positively contrary to price which influenced the same negatively.