Exploring the influence of health consciousness, environmental consciousness, knowledge, and trust in shaping purchase intentions of generation Z towards organic food

Food and environmental challenges, including issues of affordability, nutritional adequacy, and equitable distribution, are among the most pressing global concerns, with significant implications for public health and sustainability. Consequently, consumers are increasingly turning towards organic food, perceiving them as healthier, safer, and more environmentally sustainable choices. This research investigates customer purchase intentions of organic food through examining factors such as health consciousness, environmental consciousness, knowledge, trust, and the Theory of Planned Behavior (TPB). This study used a quantitative method, using a survey questionnaire designed based on previous research. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to access the quality of 318 valid respondents. The results indicated that raising health and environmental consciousness, improving consumer knowledge, and building trust in organic products positively impact customer attitude. Furthermore, the components of TPB - attitude, subjective norms, and perceived behavioral control - significantly shape purchasing intentions. In terms of mediating effects, the results revealed that attitude mediate the relationship between environmental consciousness, knowledge, and trust with purchase intentions, except for the correlation between health consciousness and purchase intentions. These insights help marketers and businesses recognize the internal motivations of consumers, allowing them to devise strategies and campaigns that promote the advantages of organic food and better address consumer concerns. This study provides implications for promoting sustainable consumption and supporting the organic food industry, ensuring long-term health benefits and environmental protection. • Examines factors influencing purchase intentions toward organic food using TPB model. • Health and environmental consciousness, knowledge, and trust enhance attitudes. • Attitude, subjective norms, and perceived behavioral control drive purchase intentions.