In today’s world, millennials are emerging as a driving force in promoting sustainability and health consciousness. This generation, born between 1981 and 1996, has a growing interest in organic food, a trend shaped by environmental concerns and the desire for healthier food options. Dr. Harry Jay Cavite, Sasin faculty member of Marketing, shared insights into this trend during his talk on “Millennial Consumers’ Intention to Purchase Organic Food: Do Environmental Concerns Matter?” at Sasin Research Seminar. Dr. Cavite, who specializes in agribusiness, addressed the negative environmental impacts of current food production practices, citing that agriculture contributes 26 percent of total global greenhouse gas emissions (Tubiello et al., 2021). Methane emissions from rice and livestock account for 20-30 percent of these emissions, while excessive nitrogen use in farming leads to soil contamination. He also noted that environmental issues, such as crop burning in Northern Thailand, poor air quality (PM 2.5), water scarcity, and waste management, are major concerns for the public. Amidst these issues, carbon emissions take center stage in climate discussions, but Dr. Cavite emphasized that carbon itself isn’t inherently bad. “We humans also produce carbon dioxide through our activities,” he explained, emphasizing the need to focus on sustainable practices like organic farming that can help the soil draw carbon from the atmosphere. The question he posed—Can agriculture help solve our climate crisis? — brought attention to the role of organic farming as a sustainable alternative.  

Organic Farming: The Solution?

Organic agriculture, which avoids synthetic pesticides and harmful chemicals, offers a path to addressing both environmental and health concerns. Although it holds significant potential, the organic food market remains relatively small due to low demand. According to Dr. Cavite, one key factor driving the low demand is consumer behavior, particularly environmental concerns, which are not extensively examined. For his research, Dr. Cavite focused on the millennial generation, particularly Thai consumers from Generation Y. As the first generation deeply intertwined with the internet and social media, millennials are well-educated, vocal about sustainability, and seek validation from their peers. In 2023, they made up 21.3 percent of the population, highlighting their importance as a consumer group. “Millennials are more concerned about sustainability compared to previous generations,” Dr. Cavite noted. However, he emphasized the importance of targeting the right segments with sustainability messages. “In marketing, we can’t serve the target unless we segment and deliver the message,” he added.  

Understanding Purchase Intentions: A Research Study

Dr. Cavite’s research aimed to understand what drives millennial consumers to purchase organic rice, specifically examining the moderating role of environmental concerns. His study used the Theory of Planned Behavior (TPB), a widely accepted model for explaining human behavior, particularly in organic food consumption. The TPB focuses on three key factors: attitude, subjective norms (influence from family and friends), and perceived behavioral control (accessibility and ease of making a purchase). The study involved 499 respondents from Bangkok, using a 5-point Likert scale to measure attitudes and perceptions. The results revealed that both attitude and perceived behavioral control were significant predictors of purchase intention, while subjective norms (social influence) were not. Interestingly, environmental concerns were not directly significant but played a moderating role by enhancing the relationship between subjective norms and purchase intention. In other words, when consumers are more aware of environmental issues, they are more motivated to buy organic food.  

Implications for Businesses and Policymakers

For business managers, the study suggests that building trust in organic products is crucial to driving consumer purchase behavior. Companies should focus on cultivating positive attitudes toward organic products, promoting their benefits, and ensuring that consumers feel confident in the product’s authenticity and certification. Policymakers, on the other hand, should work on building trust in organic production methods, making information about these products easily accessible, and launching more awareness campaigns about the environmental impact of food choices.  

The Bigger Picture: Fostering a Sustainable Future

Dr. Cavite concluded his talk by stressing the need for community events that promote shared environmental values, such as organic tourism. Raising awareness about how agriculture impacts both our health and the planet is crucial to encouraging more people to buy organic food. “We should not lose hope and continue educating more people about the benefits of sustainable consumption,” Dr. Cavite said. Ultimately, while social influence and environmental consciousness are important, they alone are not enough to drive significant change. A collective shift in attitudes, greater trust in organic products, and enhanced consumer awareness can lead to a more sustainable future—one where organic food plays a vital role in solving the environmental challenges we face today.