Predicting Generation Z Behavioral Intention Towards Organic Food Consumptions

DOI

10.2991/aer.k.211106.092How to use a DOI?

Keywords

organic food products; Gen Z; theory of planned behavior; PLS-SEM

Abstract

A healthy lifestyle has significantly increased the awareness of consuming organic food. In the midst of many unhealthy fast food choices, Generation Z (Gen Z) is expected to have favorable intention behavior toward organic food consumption. Past studies have not yet voiced this appropriately. Using the Theory of Planned Behavior (TPB), this study aims to measure Gen Z’s behavioral intention towards organic food consumption in Indonesia. An online questionnaire was spread to the target respondents and 250 valid responses were received for the analysis. This study used partial least squares structural equation modeling (PLS-SEM) to test the hypothesis. The observation discovers that all TPB variables significantly depict positive influences on behavioral intention. The results imply that Indonesian Gen Z consumers have a positive intention towards organic food consumption. Thus, the findings of this study have improved our understanding of TPB in the organic food context. Organic food businesses may use the tested TPB variables in their daily business activities to cater to Gen Z customers.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Sita Ayunda Julianty
AU  - Lusianus Kusdibyo
AU  - Fatya Alty Amalia
PY  - 2021
DA  - 2021/11/23
TI  - Predicting Generation Z Behavioral Intention Towards Organic Food Consumptions
BT  - Proceedings of the 2nd International Seminar of Science and Applied Technology (ISSAT 2021)
PB  - Atlantis Press
SP  - 593
EP  - 600
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.211106.092
DO  - 10.2991/aer.k.211106.092
ID  - Julianty2021
ER  -