These paper aims to assess consumers’ perception and the factors that can influence their perception towards green foods
consumption in Malaysia. 1355 respondents were interviewed. Descriptive statistic and factor analysis were used to analyze the information on public intention to purchase green foods. Factor analysis was used to determine the factors which can influence the consumers’ purchasing behaviour and binary logistic model was used to determine the extent to which selected socioeconomic/ demographic characteristics and the extracted factors form factor analysis influence the public intention to purchase green foods.