了解千禧一代和Z一代的有机食品购买意向:一项中介和细分研究

Peerzada Munaqib , Mushtaq Ahmad Darzi , Suhail Ahmad Bhat , Sheikh Basharul Islam , Nabila Mushtaq
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引用次数: 0

摘要

解决环境危机需要消费者的行为转向更环保的选择。练习有机行为可以改善心理健康。然而,购买注重健康和生态友好型食品的愿望正在努力获得牵引力。该研究调查了影响千禧一代和Z世代消费者购买有机食品意愿的决定因素,并根据他们的消费动机将他们划分为不同类别。采用有目的抽样技术,通过结构化问卷收集了340名印度消费者的数据。为了分析概念模型并验证假设,采用了结构方程模型。绿色态度、主观知识、健康意识和环境关注对购买意愿有显著的正向影响。此外,绿色态度和主观知识显著中介了环境关注和健康意识对购买意愿的影响。本研究开创性地考察了健康意识和环境关注对有机食品主观知识的影响,并考察了印度环境中千禧一代和Z世代消费者的环境关注、健康意识和购买意愿之间主观知识的中介作用。此外,千禧一代和Z世代消费者被分为预防性和治疗性消费者。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding Millennials and Gen Z’s organic food buying intentions: A mediation and segmentation study
Addressing environmental crises requires a shift in consumer behaviour towards more ecologically friendly options. Practicing organic conduct may improve psychological health. However, the desire to purchase health-conscious and ecologically friendly foods is struggling to gain traction. The study investigates the determinants shaping Millennial and Gen Z consumers intention to purchase organic food and segment them into categories based on their consumption motivation. Data from 340 Indian consumers were gathered via a structured questionnaire using a purposive sampling technique. To analyze the conceptual model and validate the hypotheses, structured equation modelling was employed. Green attitude, subjective knowledge, health consciousness and environmental concern have significant positive influence on purchase intention. Moreover, the impact of environmental concern and health consciousness on purchase intention were significantly mediated by green attitude and subjective knowledge. This study is pioneering in examining the influence of health consciousness and environmental concern on subjective knowledge towards organic food and also in examining the mediating effect of subjective knowledge in the relationship between environmental concern, health consciousness and the purchase intention of Millennials and Gen Z consumers within the Indian milieu. Further, millennials and Gen Z consumers are segmented into preventive and therapeutic consumers.
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CiteScore
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