Factors affecting repurchase intention of organic food among generation Z (Evidence from developing economy).

Abstract

Organic food has gained much importance due to consumers' rising environmental and health concerns. Purchase intention of organic food has been explored widely, but the repurchase intention of organic food has gained little attention among researchers. So, it has become important to explore repurchase intention among generation Z; a generation considered more educated and aware of rising environmental concerns. Generation Z is more tech-savvy and brand conscious, so its impact on repurchase intention through consumer satisfaction has been explored. The data in this paper was collected from 400 respondents through a structured questionnaire in Islamabad, Pakistan. We used the PLS-SEM approach for data analysis and results; we found that social media influence and brand purchase impact brand awareness and positively impact brand awareness on consumer satisfaction. Moreover, it is also found that consumer satisfaction positively impacts the repurchase intention of organic food. Our study found that Generation Z has a strong social media influence, so marketers' managers must consider and address the issues when consumers consider social media for their concerns and suggestion.