Predicting Generation Z’s Purchase Intention towards Organic Food

Abstract

The study was conducted by collecting data through online questionnaires with the consumers who were aware of the features of organic foods. CFA, EFA and SEM were applied to analyze the data and obtain the possible result. The impact of Knowledge of organic food, the eco-labels on these foods informing the consumers that these foods are organic, the advertisements of organic foods, and the availability of organic foods through online and offline stores on consumers' purchase intention was checked through the study. Also, organic food is a health-conscious choice, and the price is one of the barriers; how it impacts consumers' purchase intention is tested through the current study. This is the first time several factors related to organic food consumption have been tested considering Indian consumers, especially in Uttar Pradesh. All these factors have impacted the purchase intention for organic foods. These results are significant in forming marketing strategies for the growth of the organic foods industry.