Behavioral Intention to Purchase Sustainable Food: Generation Z’s Perspective
Abstract
:1. Introduction
2. Literature Review
2.1. Personal Attitude
2.2. Subjective Norms
2.3. Perceived Behavioral Control
2.4. Consumer Knowledge
2.5. Trust
2.6. Health Consciousness
3. Materials and Methods
3.1. Study Design
3.2. Procedure and Participants
3.3. Measures
3.4. Data Analysis
4. Results
5. Discussion
6. Conclusions
Supplementary Materials
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Measure | Gender | |
n | % | |
Men | 176 | 40 |
Women | 262 | 60 |
Education | ||
n | % | |
Primary school | 5 | 1 |
High school | 286 | 65 |
Graduate school | 147 | 34 |
Place of residence | ||
n | % | |
Village | 121 | 28 |
City up to 50,000 inhabitants | 109 | 25 |
City 50,001–200,000 inhabitants | 78 | 18 |
City 200,001–500,000 inhabitants | 35 | 8 |
City over 500,000 inhabitants | 95 | 22 |
Construct | Item |
---|---|
Personal Attitude (ATT) | ATT1. Purchasing sustainable food products protects the natural environment |
ATT2. When I buy sustainable food products I am sure that I help protect my health | |
ATT3. I believe that buying sustainable food products help preserve the sustainable development of the region and the community | |
ATT4. I am sure that when I buy sustainable food products, I buy products of higher quality | |
Subjective Norms (SN) | SN1. My family members buy sustainable food products |
SN2. My friends think that, I should choose sustainable | |
food products | |
SN3. The trend of buying sustainable food among people around me is increasing | |
Perceived Behavioral Control (PBC) | PCB1. I have the competence to search for sustainable food |
products among others available in the store | |
PCB2. I pay attention to sustainable food price | |
PBC3. I have complete information and awareness regarding where to buy sustainable food | |
PCB4. I have time to purchasing of sustainable food products | |
PCB5. I have the financial capability to buy sustainable food products | |
Consumer Knowledge (KNOW) | KNOW1. I have knowledge about sustainable food |
KNOW2. I know that sustainable foods are high quality products | |
KNOW3. I have more knowledge about sustainable food products than other people | |
Trust (TRUST) | TRUST 1. I trust producers to ensure high quality |
TRUST 2. I trust sustainable methods in production | |
TRUST 3. I trust food certificates and quality marks | |
Health Consciousness (HC) | HC1. To maintain my fitness, I carefully choose my food |
HC2. I consider myself very health conscious | |
HC3. When eating, I often consider health-related concerns | |
Intention to purchase (INT) | INT1. I have a very high purchase interest for sustainable food products |
INT2. I intent to buy sustainable food products in the next month | |
INT3. I am willing to pay a higher price for sustainable food product |
Construct | Item | Mean (SD) * | Factor Loadings | Cronbach’s Alpha | CR | AVE |
---|---|---|---|---|---|---|
Personal Attitude (ATT) | ATT1 | 5.85 (1.14) | 0.806 | 0.764 | 0.9 | 0.6 |
ATT2 | 0.879 | |||||
ATT4 | 0.781 | |||||
Subjective Norms (SN) | SN1 | 4.45 (1.65) | 0.882 | 0.704 | 0.8 | 0.6 |
SN2 | 0.882 | |||||
Perceived Behavioral Control (PBC) | PBC1 | 5.31 (1.30) | 0.835 | 0.732 | 0.8 | 0.5 |
PBC3 | 0.835 | |||||
Consumer Knowledge (KNOW) | KNOW1 | 5.15 (1.21) | 0.832 | 0.776 | 0.9 | 0.7 |
KNOW2 | 0.786 | |||||
KNOW3 | 0.778 | |||||
Trust (TRUST) | TRUST1 | 5.30 (1.22) | 0.941 | 0.760 | 0.9 | 0.8 |
TRUST2 | 0.941 | |||||
Health Consciousness (HC) | HC1 | 5.40 (1.30) | 0.918 | 0.902 | 0.9 | 0.9 |
HC2 | 0.917 | |||||
HC3 | 0.913 | |||||
Intention to purchase (INT) | INT1 | 5.26 (1.28) | 0.851 | 0.767 | 0.9 | 0.7 |
INT2 | 0.873 | |||||
INT3 | 0.761 |
ATT | SN | PBC | KNOW | HC | TRUST | INT | |
---|---|---|---|---|---|---|---|
ATT | 0.78 * | ||||||
SN | 0.469 ** | 0.796 * | |||||
PBC | 0.440 ** | 0.511 ** | 0.726 * | ||||
KNOW | 0.516 ** | 0.528 ** | 0.619 ** | 0.868 * | |||
HC | 0.320 ** | 0.402 ** | 0.384 ** | 0.445 ** | 0.819 * | ||
TRUST | 0.399 ** | 0.415 ** | 0.504 ** | 0.561 ** | 0.352 ** | 0.924 * | |
INT | 0.494 ** | 0.520 ** | 0.506 ** | 0.673 ** | 0.410 ** | 0.524 ** | 0.838 * |
Hypothesis | Hypothesized Effects | Standarized Regression Weight | p-Value | Conclusion |
---|---|---|---|---|
H1 | INT ← ATT | 0.351 | 0.003 | supported |
H2 | INT ← SN | 0.024 | 0.706 | not supported |
H3 | INT ← PBC | −0.397 | 0.122 | not supported |
H4 | INT ← KNOW | 0.727 | <0.001 | supported |
H5 | INT ← TRUST | 0.142 | 0.124 | not supported |
H6 | INT ← HC | −0.048 | 0.366 | not supported |
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© 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
Share and Cite
Jakubowska, D.; Dąbrowska, A.Z.; Pachołek, B.; Sady, S. Behavioral Intention to Purchase Sustainable Food: Generation Z’s Perspective. Sustainability 2024, 16, 7284. https://doi.org/10.3390/su16177284
Jakubowska D, Dąbrowska AZ, Pachołek B, Sady S. Behavioral Intention to Purchase Sustainable Food: Generation Z’s Perspective. Sustainability. 2024; 16(17):7284. https://doi.org/10.3390/su16177284
Chicago/Turabian StyleJakubowska, Dominika, Aneta Zofia Dąbrowska, Bogdan Pachołek, and Sylwia Sady. 2024. "Behavioral Intention to Purchase Sustainable Food: Generation Z’s Perspective" Sustainability 16, no. 17: 7284. https://doi.org/10.3390/su16177284