Intrinsic and extrinsic motivational factors influence consumer behavior in consuming green products of Gen Z.

Abstract

Green products are gradually taking higher positions in the F&B and FMCG market, so businesses need to see the urgency and direction of developing their own green product-oriented content based on their own. This research paper is to keep up with the market. This study shows the behavioral points that Gen Z people often shop and consume green products as well as their new insights will also be mentioned in the article. In addition, during the research process, we also identified the difference in psychology that affects the consumption behavior of young people as well as the gap between old research papers. To obtain the research results, we interviewed each individual to determine the thoughts of Gen Z friends about conventional F&B and FMCG products compared to green products and compared it with the conceptual framework. The concept of motivation theory and the cognitive affective behavior model, after getting the most general view, the quantitative survey process started, and data analysis gave those results. Marketers should be willing to create a product that has a high contribution to society but still retains the inherent value needed for their customers and the business owner may be ready to change the aim of the business to not just for the revenue but also for society.