Determinants of generation Z’s organic food purchase intention: A study in urban Vietnam

Abstract

The increasing interest in sustainable food consumption has garnered significant attention from both scholars and industry practitioners, particularly in understanding the motivations that drive Generation Z to purchase organic products. This study explores the multifaceted factors influencing their purchasing behavior and proposes a conceptual framework encompassing key constructs, including health consciousness, environmental awareness, price perception, social norms, attitudes toward organic products, social influence, and accessibility. A quantitative research approach was employed, with data collected from 300 Generation Z respondents residing in Ho Chi Minh City. The dataset was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4 software. The findings reveal that health consciousness, environmental awareness, perception-related factors, and external influences significantly shape Generation Z’s preferences and purchasing behavior regarding organic food. This study contributes to the literature on sustainable consumer behavior by providing insights into the values and motivations of an emerging consumer segment in an urban context. Furthermore, it offers practical implications for enterprises and policymakers aiming to serve a health-conscious and environmentally aware demographic. The results also highlight the importance of addressing economic and societal factors in efforts to promote sustainable food purchasing behaviors in urban environments.