A Study of Organic Food Purchasing Behaviour Based on The Theory of Planned Behaviour A Case Study of Generation Z in China

Abstract

In recent years, food safety issues in China have become more frequent and have had a negative impact on the industry, leading to increasing consumer concern about food safety issues. As the economy continues to improve and people's disposable income increases, natural, nutritious, high-quality and safe organic food is becoming an increasingly popular choice, and consumer behavioural decisions regarding organic food purchases are receiving widespread academic attention. As a young force driving China's development, the Generation Z group is considered to be an environmentally and health-conscious generation. They are committed to achieving sustainable development and the corresponding awareness is reflected in their food choices.This paper will use the Theory of Planned Behaviour as a theoretical framework and also combine it with Risk Perception Theory to explore the organic food purchasing behaviour of Generation Z in China. The findings show that the behavioural attitudes, subjective norms and perceptual behavioural control of Generation Z are positively correlated with their intention to purchase organic food. The perceptions of risk possibility, risk controllability, risk fearfulness, risk visibility and risk consequences fearfulness of organic food information among Generation Z positively influence their organic food purchase intentions.