Prediction of organic products purchase decision by Generation Z consumers- An Empirical Perspective

S. Rengalakshmi (), S. Viji and K. Ravindran
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S. Rengalakshmi: Kalasalingam Academy of Research and Education, Research Scholar
S. Viji: Kalasalingam Academy of Research and Education, Assistant Professor
K. Ravindran: Presidency Business School, Associate Professor

A chapter in Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023), 2024, pp 288-299 from Springer

Abstract: Abstract Sustainability is an emerging concept getting eminent among Generation Z people who are growing their concern towards the environment. There are numerous reasons to adopt organic products. They can be health concerns, environmental concerns, and so on. Also purchasing organic products is seen as a status symbol, and impacts people in a positive way. Most of young consumers having little aware of organic items and want to try something new. Their source of knowledge regarding organic products mostly depends on social media. So, these are the main reasons to switch their lifestyle towards an eco-friendly manner. This study is having the main goal to predict the factors which influence organic product purchase decisions among Gen Z consumers. This paper has taken Attitude, Perceived Environmental Knowledge, and Subjective Norms as the main predictors. Results show subjective norms is the major predictor of organic product purchase decision. Apart from this, the influence of attitude and perceived environmental knowledge is also established. Gen Z consumers buying pattern relies on reference groups.

Keywords: Sustainability; Health Concern; Status Symbol; Attitude; Perceived Environmental Knowledge; Generation Z consumers (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-374-0_25

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DOI: 10.2991/978-94-6463-374-0_25

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