
GENERATION Z CONSUMERS’ GREEN FOOD CONSUMPTION INTENTION
Author:
Randall B. Pasco
This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
The study aims to provide food businesses’ guide in formulating green food marketing campaigns. The study is anchored in the theory of planned behavior. The study used awareness of green foods as an extension variable. The research design is quantitative with descriptive, exploratory, and explanatory nature. It used descriptive statistics, exploratory factor analysis, Pearson r correlation, and multiple linear regression for data analysis. The Generation Z of Laguna, Philippines was highly aware of the features of green foods as healthy, quality, and environmentally safe foods. The attitude was found to be the most significant predictor of participants’ green food consumption behavioral intention. Managers are suggested to draw insights from the study in formulating a green food marketing campaign to encourage Generation Z consumers to consume green foods. Though convenience sampling limits the generalizability of the results, managers are still expected to benefit from the analytical generalizations that can be generated from the study.
Pages | 19-24 |
Year | 2023 |
Issue | 1 |
Volume | 1 |