VALIDATING AN ORGANIC FOOD PRODUCT PURCHASE BEHAVIOUR MODEL AMONGST SOUTH AFRICAN GENERATION Y CONSUMERS

Combined with the increasing demand for organic foods throughout the world, South Africa has seen a rise in the demand for safer sustainable business practices and organic products. Based on the increased demand for organic products, prices should begin to decrease, which is believed to enhance the likelihood that consumers will begin to purchase more organic products. Factors including health consciousness, environmental knowledge, environmental concern, attitudes, subjective norms and perceived behavioural control may also influence consumers’ purchase intentions with reference to organic products. Consequently, the question then posed is, what are the antecedents that influence Generation Y consumers to purchase organic products within South Africa. The sample for this study comprised 500 Generation Y consumers drawn from across South Africa. The data was collected by a specialist data collecting organisation. The target market consisted of South African consumers, ranging in age from 18 to 35 years. The collected data was analysed using outlier statistics, descriptive statistics, Pearson’s Product-Moment correlation coefficient and structural equation modelling. The findings indicated that the organic food purchase intention measurement model is a seven-factor structure comprising health consciousness, environmental knowledge, environmental concern, attitude toward organic food, subjective norms, perceived behaviour control and purchase intention. The measurement model exhibited acceptable fit indices, construct validity and reliability.