Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)

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

Authors
S. Rengalakshmi1, *, S. Viji2, K. Ravindran3
1Research Scholar, Kalasalingam Academy of Research and Education, Krishnankoil, Tamil Nadu, India
2Assistant Professor, Kalasalingam Academy of Research and Education, Krishnankoil, Tamil Nadu, India
3Associate Professor, Presidency Business School, Bengaluru, India
*Corresponding author. Email: rengalakshmi@klu.ac.in
Corresponding Author
S. Rengalakshmi
Available Online 20 February 2024.
DOI
10.2991/978-94-6463-374-0_25How to use a DOI?
Keywords
Sustainability; Health Concern; Status Symbol; Attitude; Perceived Environmental Knowledge; Generation Z consumers
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
20 February 2024
ISBN
10.2991/978-94-6463-374-0_25
ISSN
2352-5428
DOI
10.2991/978-94-6463-374-0_25How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - S. Rengalakshmi
AU  - S. Viji
AU  - K. Ravindran
PY  - 2024
DA  - 2024/02/20
TI  - Prediction of organic products purchase decision by Generation Z consumers- An Empirical Perspective
BT  - Proceedings of the 3rd International Conference on Reinventing Business Practices, Start-ups and Sustainability (ICRBSS 2023)
PB  - Atlantis Press
SP  - 288
EP  - 299
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-374-0_25
DO  - 10.2991/978-94-6463-374-0_25
ID  - Rengalakshmi2024
ER  -