Investigating the Sensitivity of Generation Z Towards Sustainable Consumption Practices- A Study on Organic Food Consumption in Mumbai Metropolitan Region

Abstract

Businesses are shifting away from old-school manufacturing and focusing more on people and sustainability. In India, there’s a strong push for industries to go green and adopt sustainable methods, not just for local benefit, but to stand out on the global stage. Organic food has gained a lot of attention due to sustainable living. Generation Z born in 1997 to 2012 are leading the charge in this shift. However, the degree to which young consumers, especially in urban India, are embracing this shift remains uncertain. The study aims to understand the sensitivity of Generation Z from Mumbai metropolitan city towards organic food consumption—looking into their awareness, environment, health concern, social influence etc. To this purpose, study use the mixed methods approach to find out Generation Z purchase intention towards organic product. The findings aim to help businesses align with Gen Z's values, fostering stronger connections and promoting eco-friendly consumption in a fast-changing market.