ECOLOGICAL AWARENESS AND ECOLOGICAL ATTITUDE: A STUDY ON THE INFLUENCE OF THESE FACTORS ON GENERATION Z'S PURCHASE INTENTION OF VEGAN FOOD
Keywords:
Ecological awareness., Purchase intention., Vegan products.Abstract
This research seeks to understand the relationship between ecological consciousness, attitude, and the intention to purchase vegan food in Generation Z. The study adopts a quantitative-descriptive approach, utilizing a survey applied to 208 Generation Z participants, reached through WhatsApp and Instagram, with a non-probabilistic snowball sampling method. Data analysis was conducted using SPSS, AMOS, and Microsoft Excel software, allowing for the validation of the proposed theoretical model. Three hypotheses were tested and supported: H1 – ecological consciousness positively influences attitude; H2 – ecological consciousness positively influences the intention to purchase vegan food; and H3 – attitude positively influences the intention to purchase vegan food. The results confirmed that individuals with ecological consciousness and a positive attitude are more likely to consume vegan products, with positive and statistically significant regression coefficients (p < 0.05). The study contributes to the literature by demonstrating the interrelationships between ecological consciousness, attitude, and purchase intention in Generation Z. Furthermore, the research emphasizes the relevance of Generation Z in the sustainable market, as even non-vegan consumers showed interest in vegan food. However, the study has limitations, such as the use of non-probabilistic sampling, which restricts the generalization of the results. This limitation suggests that future research could explore more diverse sampling methods and expand the scope of the study to enhance its external validity.
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