Year: 2026
Type: article
Study design: Observational Study
Abstract: Introduction. Concerns about food quality, food safety, and sustainable agricultural production have increased interest in organic food consumption. However, limited research has examined the factors influencing repurchase intention among Gen Z in urban markets.Aim. This study examines the effects of perceived behavioural control, subjective norms, and health consciousness on organic food repurchase intention and their moderating roles.Materials and methods. A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied. Data were collected through a questionnaire survey of 120 Gen Z respondents who had recently purchased or consumed organic food and were analysed using SmartPLS.Results. Perceived behavioural control (p = 0.001), subjective norms (p < 0.001), and health consciousness (p = 0.005) significantly affected repurchase intention. However, the moderating effects of subjective norms (p = 0.710) and health consciousness (β = 0.046, p = 0.384) were not significant. The model explained 69.9% of the variance in repurchase intention (R² = 0.699).Conclusion. Personal capability, social influence, and health consciousness are important drivers of continued organic food consumption, with practical implications for organic food supply chains, digital distribution platforms, and sustainable agricultural products.
Language: English
Topic: Organic Food and Agriculture
Subfield: Plant Science
Domain: Life Sciences
Open Access status: diamond
OpenAlex ID: W7203828641