Determining the obstacles and attitudes of Generation Z consumers towards organic labeled food

Increasing health concerns and environmental worries on a global scale have rapidly increased consumer interest in organic foods, leading to significant growth in organic food production and retail. The Z generation, in particular, differs from other generations in terms of the values, social norms, and lifestyles that shape their consumption habits. The aim of this study is to reveal Generation Z consumers' attitudes, perceptions, and barriers regarding organic-labeled foods. A qualitative research approach was adopted in the study, and data was collected from 16 participants studying gastronomy using a semi-structured interview technique. The data obtained were analyzed using descriptive analysis methods, and seven main themes were identified through a manual coding process: natural environment, healthy and nutritious, limitations, unhealthy and harmful, level of knowledge, taste perception, and desired organic foods. The findings show that Generation Z has positive attitudes towards organic food, but these attitudes are difficult to translate into behavior due to factors such as high prices, limited access, and time constraints. The study interprets the findings within the framework of the Theory of Planned Behavior (Ajzen, 1991). According to this theory, positive attitudes and social norms increase young people's intention to consume organic food, but when perceived behavioral control is weak, an intention-behavior gap emerges. The results indicate that the organic food sector needs to strengthen its emphasis on health and naturalness in its marketing strategies targeting young consumers, increase social media and influencer collaborations, and develop solutions to reduce access and pricing barriers. The research contributes to the literature theoretically and provides practical recommendations to practitioners.