Predicting Generation Z Behavioral Intention Towards Organic Food Consumptions
- 10.2991/aer.k.211106.092How to use a DOI?
- organic food products; Gen Z; theory of planned behavior; PLS-SEM
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.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
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 -