The Role of Environmental Values, Environmental Self-Identity, and Attitude in Generation Z’s Purchase Intentions for Organic Food

Organic food consumption can slow down environmental degradation by discouraging inputs and processes such as synthetic pesticides, fertilizers, and genetically modified organisms. A better understanding of factors that influence consumer behavior regarding the consumption of organic food in a developing nation such as Pakistan, particularly Generation Z. In this regard, this research explores the role of environmental values, environmental self-identity, and attitude towards organic food over Generation Z’s purchase intentions towards organic food. The statistical analysis of the conducted survey reveals distinctive results that provide a new direction in line with existing research. The study found that environmental values are not direct drivers of Generation Z’s attitude towards organic food. Rather, altruistic values like the wellbeing of others and society are important motivators. There are potential barriers such as affordability and availability of organic food that influence the purchase intentions of organic food. Interestingly, hedonic values, which drive joyful experiences, showed a positive impact over environmental self-identity, suggesting implications for marketers and practitioners to make Generation Z connect with nature through pleasurable activities, which eventually strengthen environmental consciousness. Finally, this research validates a positive influence of attitude towards organic food over purchase intentions, while challenges such as affordability and availability can weaken the purchase intentions among Generation Z consumers.