An Analysis of Health Consciousness and Cultural Values as Predictors of Organic Buying Behavior of Gen Z Women in Coimbatore City

Abstract

The organic food sector is expanding rapidly across the globe, with Generation Z emerging as a key consumer group due to their health awareness and cultural adaptability. In India, and particularly in Coimbatore City, Gen Z women are increasingly adopting sustainable and health-driven consumption practices. Despite this growing awareness, gaps remain between intention and actual purchase, often influenced by affordability, authenticity, and lifestyle habits. This study examines the influence of health consciousness and cultural values on the organic buying behavior of Gen Z women in Coimbatore. A descriptive research design was employed, using a convenience sampling method to survey 117 women aged 18–29 years. Data were collected through a structured questionnaire on a five-point Likert scale and analysed using descriptive statistics, Pearson’s correlation, and multiple linear regression. Model fitness was validated through ANOVA, R Square, and residual analysis. The results show that health consciousness significantly impacts organic buying, particularly through practices such as checking nutritional labels and maintaining healthy routines. However, cultural values demonstrated stronger influence, with traditional remedies and cultural pride identified as major motivators. Correlation analysis confirmed significant associations among the variables, and regression results revealed that cultural values contributed more strongly to organic buying behavior than health consciousness, together explaining a notable portion of the variance. The study suggests enhancing affordability, strengthening certification transparency, and aligning marketing with cultural narratives. It concludes that cultural values, more than health factors, are the dominant predictor of organic buying among Gen Z women in Coimbatore, reflecting the blend of modern health priorities and traditional values.