PENGARUH PENGETAHUAN DAN KEPEDULIAN LINGKUNGAN TERHADAP NIAT BELI MAKANAN ORGANIK (Studi pada Perilaku Konsumen Generasi Z di Kota Malang)

This study aims to analyze the effect of environmental knowledge and environmental concern on purchase intention of organic food products. This study involved 100 respondents with varying characteristics of age, gender, occupation, and income. Data were collected through a questionnaire with a Likert scale and analyzed using multiple linear regression. The results showed that environmental knowledge has a positive and significant influence on the purchase intention of organic food products. Respondents who have better knowledge about the environmental impact of their consumption choices tend to prefer organic products. In addition, environmental concerns also play an important role, especially in relation to the impact on personal health, natural sustainability, and
social welfare. Respondents with a high level of concern for environmental issues showed greater purchase intention towards organic products. This research suggests that producers and stakeholders should increase education about environmental sustainability and the benefits of organic products. This can
strengthen consumer purchase intention and support efforts to increase consumption of environmentally friendly products.