Sustainable Purchase Intentions Toward Organic Food

Organic food industry is an industry that contributes and supports the competitive edge in the framework of the agriculture sector of most of the nations, including Malaysia. The market for organic food is expanding which coupled with the rise of the awareness of consumers for health particularly in the post Covid-19. This can be observed with the earlier research that consumer awareness towards purchasing the eco-friendly and healthy food products is increasing. Research has also shown that the consumers belonging to the Generation Z segment in Malaysia will pay for green products. In order to better understand the sustainable organic food purchase intentions of Generation Z, the present research has two goals. Firstly, it measures the sustainable purchase intentions of Generation Z for organic food, and then it examines the indirect effect of attitude on how health consciousness, environmental concern, and trust for organic labels drive organic food purchase intentions.