Factors Shaping Organic Vegetable and Fruit Consumption Among Generation Z in Malang City

¹ Department of Development Economics, Faculty Economics and Business, State University of Malang, Indonesia
² Department of Development Economics, Faculty of Economics and Business, Merdeka University, Malang, Indonesia

^* Corresponding author: nur.anita.fe@um.ac.id

Abstract

This study aims to examine the factors influencing Generation Z’s intention to purchase organic fruits and vegetables in Malang City using the Theory of Planned Behavior (TPB). The model incorporates attitude toward behavior, subjective norms, and perceived behavioral control, extended by environmental concern, health concern, and product availability. A quantitative method was employed through a structured questionnaire distributed to 125 respondents selected through simple random sampling. The data were analyzed using SmartPLS 4 to test both measurement and structural models. The results reveal that health concern significantly affects attitude toward behavior, while environmental concern does not. Product availability has a marginal influence on perceived behavioral control. Moreover, subjective norms and perceived behavioral control positively and significantly predict purchase intention, whereas attitude toward behavior does not. These findings suggest that Generation Z’s intention to buy organic products is primarily driven by social influence and ease of access rather than personal attitude. The study contributes to the understanding of green consumer behavior and provides insights for marketers in designing strategies to promote and distribute organic products, particularly in educational and campus settings.