Determinants of the Intention in Sustainable Grocery Shopping Among Thai Generation Z: The Role of Perceived Behavioral Control, Personal Attitudes, and Value Perceptions

This study aims to analyze the perspectives on the sustainability of Generation Z consumers, encompassing perceived environmental knowledge, perceived value, personal attitude, subjective norms, and perceived behavioral control, as factors influencing the intention to purchase sustainable grocery products. Four hundred Thai adults, comprising males, females, and LGBTQA+ individuals of Gen Z aged 20 to 28 years, residing in urban areas of Thailand, have been selected. A significant proportion of respondents resided in the Central region (35.8%), followed by the Northern region (32.0%). Many respondents, totaling 375, have a bachelor's degree, representing 93.8% of the sample. Data reveals that 53.3% (n=213) of respondents are within the age range of 20 to 21 years. Questionnaires were administered to collect data. The regression model exhibited overall statistical significance and explained 58.4% (R²adj = 0.584, F = 112.86, p < 0.001) of the variance in sustainable purchase intention, signifying a strong model fit. Perceived behavioral control (β = 0.331), personal attitude (β = 0.266), and perceived value (β = 0.192) were significant predictors statistically. Respondents clearly indicated that perceived behavioral control, personal attitude, and perceived value influenced customers' purchasing intentions for sustainable grocery products. These observations indicate that businesses should promote sustainable consumption among young Thai consumers by enhancing product accessibility, reinforcing favorable attitudes towards sustainability, and highlighting the benefits associated with sustainable grocery products.