Does organic food consumption bring economic benefits? A study on factors influencing Gen Z’s purchase intention

Organic food is gaining popularity among younger consumers due to its perceived health benefits and food safety attributes. Beyond health, it also offers long-term economic advantages, such as reduced medical costs and improved quality of life. This study examines key factors influencing Gen Z’s organic food Purchase Intention, based on a sample of 338 consumers in Ho Chi Minh City. Using multiple regression analysis in SPSS 20, the research identifies Health Consciousness, Knowledge of Organic Food, Marketing and Communication, and Subjective Norms as significant determinants, with Health Consciousness and Subjective Norms having the strongest impact. These findings offer valuable insights for businesses, enabling them to craft marketing strategies that emphasize both health benefits and financial savings to drive organic consumption.