Health and environmental consciousness drive organic food purchase intentions in Gen Z

Why It Matters

Understanding the motivations behind sustainable consumption choices is crucial for designers and marketers aiming to promote eco-friendly products. By tapping into consumers' desire for healthier lifestyles and a cleaner planet, businesses can develop more effective communication strategies and product offerings.

Key Finding

Gen Z consumers are more likely to buy organic food when they believe it's good for their health, good for the environment, and when they are well-informed and trust the products. Their overall positive attitude towards organic food, shaped by these factors, is a key driver of their purchasing decisions.

Key Findings

• Increased health consciousness positively impacts consumer attitude towards organic food.
• Increased environmental consciousness positively impacts consumer attitude towards organic food.
• Improved consumer knowledge about organic food positively impacts consumer attitude.
• Higher trust in organic products positively impacts consumer attitude.
• Attitude mediates the relationship between environmental consciousness, knowledge, and trust with purchase intentions.
• Attitude, subjective norms, and perceived behavioral control significantly shape purchasing intentions.

Research Evidence

Aim: To investigate how health consciousness, environmental consciousness, knowledge, and trust influence Generation Z's purchase intentions for organic food, considering the mediating role of attitude within the framework of the Theory of Planned Behavior.

Method: Quantitative survey research utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM).

Procedure: A survey questionnaire was administered to 318 participants to gather data on their health consciousness, environmental consciousness, knowledge about organic food, trust in organic products, attitudes towards organic food, subjective norms, perceived behavioral control, and purchase intentions. PLS-SEM was then used to analyze the relationships between these variables.

Sample Size: 318 participants

Context: Consumer behavior towards organic food products.

Design Principle

Sustainable products should clearly articulate their positive impact on both individual well-being and the environment.

How to Apply

When designing products or campaigns for organic food, prioritize messaging that emphasizes personal health advantages and ecological benefits. Ensure information about organic sourcing and production is readily accessible and trustworthy.

Limitations

The study focuses on Generation Z and may not be generalizable to other age groups. The mediating effect of attitude was not significant for health consciousness.

Student Guide (IB Design Technology)

Simple Explanation: Young people are more likely to buy organic food if they think it's healthy for them and good for the planet, and if they know and trust the products.

Why This Matters: This research helps understand the motivations behind sustainable consumer choices, which is vital for designing products and marketing strategies that encourage eco-friendly behavior.

Critical Thinking: How might the perceived 'premium' price of organic food interact with health and environmental consciousness to affect purchase intentions, particularly for price-sensitive segments within Gen Z?

IA-Ready Paragraph: Research indicates that Generation Z's purchase intentions for organic food are significantly influenced by their health and environmental consciousness, as well as their knowledge and trust in these products. These factors shape a positive attitude which, in turn, drives purchasing decisions, highlighting the importance of communicating both personal and planetary benefits in product design and marketing.

Project Tips

• When researching consumer attitudes towards sustainable products, consider surveying a specific demographic like Gen Z.
• Use surveys to gather quantitative data on attitudes, knowledge, and purchase intentions.
• Employ statistical analysis like SEM to understand complex relationships between variables.

How to Use in IA

• Reference this study when exploring consumer motivations for choosing sustainable products, especially in relation to health and environmental concerns.
• Use the findings to inform your own research questions about consumer behavior and product adoption.

Examiner Tips

• Ensure your research clearly defines the target demographic and the specific sustainable product category being investigated.
• Demonstrate an understanding of how psychological factors (consciousness, trust) and cognitive factors (knowledge) influence behavioral intentions.

Independent Variable: ["Health consciousness","Environmental consciousness","Knowledge (about organic food)","Trust (in organic products)"]

Dependent Variable: Purchase intention (for organic food)

Controlled Variables: ["Attitude towards organic food","Subjective norms","Perceived behavioral control"]

Strengths

• Utilizes a robust statistical method (PLS-SEM) to analyze complex relationships.
• Investigates multiple influential factors on purchase intention within a specific demographic.
• Provides actionable insights for marketers and businesses.

Critical Questions

• To what extent does the 'organic' label itself, independent of specific knowledge, influence trust and purchase intention?
• Are there significant differences in the influence of health versus environmental consciousness on purchase intention for organic food?

Extended Essay Application

• An Extended Essay could explore the effectiveness of different communication strategies (e.g., visual design, narrative storytelling) in enhancing health and environmental consciousness related to organic food consumption among a specific age group.
• Investigate the role of social media influencers in shaping Gen Z's trust and purchase intentions for organic products.

Source

Exploring the influence of health consciousness, environmental consciousness, knowledge, and trust in shaping purchase intentions of generation Z towards organic food · Journal of Agriculture and Food Research · 2026 · 10.1016/j.jafr.2026.102839