Understanding the Factors Influencing Generation X Consumers' Purchase Intention Towards Organic Vegetables in Chiang Mai: A Focus on Health Consciousness and Subjective Norms

Background and Aim: The escalating use of agrochemicals in vegetable cultivation has raised concerns about potential harm to human health and the environment, thus fueling a rising demand for organically grown vegetables. Notably, Generation X consumers, demonstrating a heightened awareness of the health and environmental consequences of their food choices, are at the forefront of this movement. This study investigates the impact of health consciousness and subjective norms on the purchase intention of organic vegetables among Generation X consumers in Chiang Mai province, Materials and Methods: This study investigates the influence of health consciousness and subjective norms on the purchase intention of organic vegetables among 400 Generation X consumers in Chiang Mai, Thailand. A quantitative cross-sectional survey was conducted using a structured questionnaire. Data analysis involved descriptive statistics, correlation analysis, and multiple regression analysis. Results: The findings reveal that both health consciousness and subjective norms significantly influence the purchase intention of organic vegetables. Subjective norms, particularly the perceived social pressure to consume organic produce, emerged as a slightly stronger predictor of purchase intention compared to health consciousness. Conclusion: This study underscores the importance of considering both health-related concerns and social influences in promoting organic vegetable consumption among Generation X consumers. Targeted marketing strategies that emphasize the health benefits of organic produce and leverage social reinforcement can effectively enhance purchase intention.