Purpose/aim

The aim of our dissertation is to increase consumers’ buying awareness of green food and promote green food consumption in eastern China.

Approach

We collect data through a questionnaire and present hypotheses through reading related scientific articles. The data analysis includes description of samples and statistical tests in the form of cross tabulations, chi squares and frequency tables.

Findings

The questionnaire researches consumers’ income and education levels, ages and price of green food, etc. We find ages and education levels have a significant influence on frequency of buying green food, while income levels and price have no strong influence.

Originality/value

An original idea is to research the current green food market, and based on it to increase the consumers’ buying awareness and promote green food consumption. Further, the empirical data is collected from different cities in the east where there is a higher demand of green food. The study has value for the debate concerning the group of people who are older and have lower education levels as our great target consumers. The result of income levels and price means consumers are more lay attention to green food quality.