Understanding what influences Gen Z consumers to purchase organic food: evidence from Bangladesh using the theory of consumption values

Abstract

This study aims to extend the Theory of Consumption Values (TCV) by identifying key factors shaping Generation Z’s purchase intentions toward organic food, incorporating two additional constructs: health concerns and environmental value. This pilot study also identifies the main barriers to purchasing organic food in the Bangladesh market. A quantitative approach was employed, and data were collected from 102 Gen Z consumers in Bangladesh. The data were analyzed using SPSS, including descriptive statistics, correlation analysis, and regression models to test six hypotheses. The findings reveal that social value (word-of-mouth) and emotional value are the strongest predictors of organic food purchase intention, while price sensitivity is the main barrier to purchase. The results also show that environmental concern and health consciousness have weaker direct effects. As the first TCV-based study focusing on Bangladeshi Gen Z consumers, this research offers theoretical and practical marketing insights for effective communication and pricing strategies while supporting healthier lifestyles and sustainable consumption in alignment with Sustainable Development Goals (SDGs) 3 and 12.