Md Rashid Farooqi

In recent years, organic food consumption has gained increasing attention because of rising ecological concerns and health consciousness. Despite favorable attitudes towards sustainable organic consumption, the conversion of intention to purchase into actual behavior remains a challenge, specifically among Generation Z consumers. Thus, the objective of the present study is to examine the socio-environmental determinants influencing organic food consumption among Gen Z consumers in India by extending the theory of planned behavior. We employed a hybrid SEM-ANN predictive approach to analyze data collected from 763 valid responses through a structured self-administered questionnaire. First, SEM was used to test the hypothesized relationships, followed by ANN analysis to capture non-linear associations and ascertain the relative importance of predictor variables. The outcomes reveal that attitude and environmental concern have a positive and significant influence, whereas subjective norm displays a significantly negative influence, and willingness to pay exhibits non-significant influence on intention to purchase. The ANN analysis further strengthens the relative importance of the significant predictors and exhibits satisfactory predictive performance. The study contributes to the literature by incorporating explanatory and predictive modeling techniques to provide a comprehensive insight into Gen Z consumers’ organic food purchase intentions. The findings offer practical implications to various stakeholders such as policymakers and marketers in designing targeted strategies to promote sustainable food consumption among Gen Z consumers in the Indian market.

Purpose: The study's primary objective is to learn how environmental concerns affect customers' decisions to purchase green commodities in Saudi Arabia and India. This research will also shed light on the impact environmentally conscious purchasing has had on both economies. Furthermore, explored are the demographic variables (age, gender, and level of education) and factors (perception behavioural, control subjective standards, environmental concern, and environmental awareness) that influence customer usage and purchasing of green products. Design/Methodology/Approach: Primary data was collected through purposive sampling as sample must be educated enough to understand the concept of eco- marketing. The size of the sample was three hundred forty. 140 consumers from Saudi Arabia and remaining 140 from India. Different statistical tool was applied to analyse the data. Findings: Based on data and information to be collected must be brought into analytical study and must let us direct towards certain findings that might help us to arrive at final conclusion. In this way it will help the Policy makers and Managers to formulate the policies & strategies to encourage the green purchase. The findings provide valuable information about the driving forces behind green product purchases, both positive and negative. Considerations like Consumers' perceived behavioural have no effect on green product purchasing whereas environmental concern, and environmental awareness, and subjective norms are seen as motivators. Practical & Social implication: The goal is to have all types of consumers buy eco-friendly goods. On the other hand, it was discovered that gender, age, and educational qualification were the demographic variables that had a relationship with people's propensity to buy environmentally friendly products.