Decoding Organic Product Acceptance among Overweight Generation Z Consumers: The Role of Health Consciousness, Social Media Exposure, and Product Certification in the Mumbai Metropolitan Region

Abstract

The increasing prevalence of overweight and weight related issues among Generation Z has become a growing public health concern in India. This study examines the factors influencing organic product acceptance among overweight Generation Z consumers in the Mumbai Metropolitan Region from a health behaviour perspective. Drawing upon the Theory of Planned Behaviour (TPB), the study investigates the influence of health consciousness, product certification, product labelling, and social media exposure on organic product acceptance. A quantitative research design was adopted using survey data collected from 210 overweight Gen Z respondents. Regression analysis revealed that health consciousness, product certification, product labelling, and social media exposure significantly and positively influence organic product acceptance. The findings suggest that organic food consumption is increasingly perceived as a preventive health and wellness-oriented behaviour among young consumers. The study contributes to the understanding of healthy consumption behaviour and offers implications for public health communication, health promotion strategies, and sustainable food practices in India.