Green choices in the industry 5.0 ERA: An evidence from Egypt’s organic food market

Abstract

This study examines how environmental awareness, and personal factors influence organic food purchasing decisions among Egyptian consumers, framed within the context of Industry 5.0. It addresses a critical gap in understanding sustainable consumption behavior in emerging markets by evaluating both individual-level drivers and demographic variables. The current study is quantitative, relied on a structured questionnaire which was administered to 384 consumers across four Egyptian regions (Greater Cairo, Nile Delta, Upper Egypt, and Canal/Coastal), selected using stratified systematic sampling. The survey captured measures of environmental knowledge, personal motivations, and organic product choice. Data were analysed using SPSS v.26, applying reliability testing (Cronbach’s α = 0.677–0.935), correlation analysis, and multiple linear regression to test the proposed hypotheses. Personal factors, particularly health orientation and social influence, emerged as significant predictors of organic product choice, while environmental awareness, despite high mean scores, did not exert a direct behavioral effect. Education and place of residence significantly moderated consumer behavior, with urban and more educated consumers demonstrating greater intent to purchase organic products. Income did not exhibit a statistically significant influence, suggesting values-based rather than cost-driven decisions. This study presents a framework for green consumer behavior in Egypt, showing that personal factors outweigh environmental awareness. Two archetypes were identified: a tech-savvy urban group responsive to digital solutions and a traditional cohort influenced by community norms. The findings extend the Theory of Planned Behavior by emphasizing the roles of norms and access, with most consumers still in early awareness stages. This study makes three contributions: (1) provides empirical evidence of the awareness–behavior gap in the context of green consumption within a developing economy, (2) bridges behavioral science and Industry 5.0 principles by emphasizing consumer-centric and digitally enabled engagement strategies, and (3) offers practical guidance for segment-specific policymaking and marketing interventions to enhance organic food adoption through education, access, and trust-building.