A COMPARATIVE STUDY OF THE FACTOR INFLUENCING BUYING BEHAVIOUR OF GEN Z AND GEN X WITH SPECIAL REFERENCE TO ORGANIC PRODUCTS

Researchers and marketers are paying close attention to the increasing demand for organic products, especially when it comes to comprehending how consumer behaviour varies by the two generations. The purpose of this study is to compare the variables affecting Generation Z and Generation X's purchasing decisions, with a focus on organic goods. The study looks at important factors such price sensitivity, brand trust, product availability, environmental concern and health consciousness. The results show that Gen Z and Gen X customers have quite different buying behaviour and preferences and reasons for making purchases. Gen X tends to prioritize health benefits, environmental concern and are more price sensitive whereas Gen Z priorities, brand trust, environment concerns as well as accessibility and the availability of organic products.