You are cordially invited to join Sasin Research Seminar.

Millennial Consumers’ Intention to Purchase Organic Food: Do environmental concerns matter?

By Harry Jay M. Cavite, Ph.D. Core Faculty, Sasin School of Management Friday March 29, 2024, 12:00 pm -1:00 pm Venue: Room 201, Sasin School of Management. Please register here to reserve your seat. Abstract: Despite growth in the availability of organic products in Thailand, consumers’ purchase intention remains underdeveloped, especially among millennials. This study explores how environmental concerns influence organic rice purchase intention among Thai millennials. Data from 499 participants in Bangkok was analyzed using structural equation modeling within a unified framework based on the theory of planned behavior. Results show that attitude, perceived behavioral control, and trust in organic rice predict purchase intention. The moderating role of environmental concerns reveals that millennials may feel a heightened responsibility for eco-friendly behaviors due to societal expectations and ecological consciousness. Theoretical implications for academics and practical implications for marketers and policymakers in the organic food industry are discussed.   For more information please contact Khun Nanthapak Pinyo at 091 479 4551, 02 218 4036 or researchseminar@sasin.edu.