“Gen Z and Organic Brands in India: The Impact of Education, Age, and Brand Transparency on Eco-Conscious Consumer Behaviour”

Abstract

This research explores how Gen Z consumers in India think and act when it comes to organic and sustainable brands. It focuses on three main aspects: education level, age groups within Gen Z, and the importance of brand transparency. The study finds that education plays a meaningful role in shaping buying decisions. Gen Z individuals with higher levels of education show a stronger willingness to pay a premium for organic and environmentally friendly products. This suggests that awareness and knowledge about sustainability increase the readiness to invest in responsible consumption. The research also compares shopping patterns across different age segments within Gen Z. It reveals that the youngest group tends to purchase organic products more frequently than older members of the same generation, indicating a stronger inclination toward sustainable lifestyles at an earlier age. Finally, the study highlights the impact of brand transparency. Clear communication about sourcing, ingredients, and ethical practices significantly influences Gen Z consumers and increases their likelihood of switching to sustainable or organic brands. Overall, the findings offer practical insights for marketers and retailers seeking to connect effectively with India’s Gen Z audience in the expanding organic market.