Factors influencing intention of buying organic food products among generation Z in Malaysia

The present study attempts to investigate the motives of Generation Z to buy organic food products in a developing nation (Malaysia). Four key motives the factor of environment concern, health consciousness, food safety, and perceived value are examined in this study. Consumers’ purchase behavior is represented by their intention to buy organic food products. A convenience sample of 200 Peninsular Malaysian generation Z consumers completed the self-administered surveys that were distributed using Google Form. Five hypotheses were tested, the theory of planned behaviour serves 45as the theoretical framework for this investigation was used to examine the results. The findings reported that the factor of environment concern, health consciousness, food safety, and perceived value have supported with intention to buy organic food products. Strategies to improve the price, environmental friendliness, quality, and long-term health advantages of organic food should be implemented considering the findings.