Proceedings of the International Conference on Artificial Intelligence and Machine Learning for Agro-Ecosystems (ICAIML-AE 2026)

International Conference on Artificial Intelligence and Machine Learning for Agro-Ecosystems (ICAIML-AE 2026)

📍Pune, India🗓️ 2-3 July 2026
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Understanding Gen Z Consumer Purchase Intention for Sustainably Packaged Agri Products

Authors
Sweety Thakka1, *, Khushbu Kadukar2, *
1Vishwakarma University, Pune, India
2Vishwakarma University, Pune, India
*Corresponding author. Email: sweety.thakkar@vupune.ac.in
*Corresponding author. Email: khushbu.kadukar@vupune.ac.in
Corresponding Authors
Sweety Thakka, Khushbu Kadukar
Available Online 9 October 2026.
DOI
10.2991/978-94-6239-791-0_41How to use a DOI?
Keywords
Sustainable Packaging; Generation Z; Consumer Perception; Purchase Intention; Willingness to Pay; Agri Products
Abstract

Environmental sustainability is one of the main issues in today’s consumer decision making. In particular, Gen-Z consumers are paying a lot of attention to environmental issues when choosing goods and services. This paper investigates the perception of generation Z customers, their intentions to buy and readiness to pay for sustainably packaged agri-products. A quantitative research methodology was used, and primary data from 168 Generation Z customers were obtained via a structured questionnaire. Analysis of the collected data was conducted through the use of descriptive statistics, correlation analysis, t-tests, and regression analysis. According to the findings of the research, Generation Z customers have relatively positive perceptions about the issue of sustainable packaging and show moderate readiness to purchase and give extra for sustainable packaging products. Results of the correlation analysis and regression analysis demonstrated that consumer perception significantly affects both purchase intentions and willingness to pay for sustainably packaged agri-products. Moreover, a very strong relationship between perception, purchase decision and readiness to pay was found.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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<Previous Article In Volume
Volume Title
Proceedings of the International Conference on Artificial Intelligence and Machine Learning for Agro-Ecosystems (ICAIML-AE 2026)
Series
Advances in Intelligent Systems Research
Publication Date
9 October 2026
ISBN
978-94-6239-791-0
ISSN
1951-6851
DOI
10.2991/978-94-6239-791-0_41How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sweety Thakka
AU  - Khushbu Kadukar
PY  - 2026
DA  - 2026/10/09
TI  - Understanding Gen Z Consumer Purchase Intention for Sustainably Packaged Agri Products
BT  - Proceedings of the International Conference on Artificial Intelligence and Machine Learning for Agro-Ecosystems (ICAIML-AE 2026)
PB  - Atlantis Press
SP  - 547
EP  - 557
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6239-791-0_41
DO  - 10.2991/978-94-6239-791-0_41
ID  - Thakka2026
ER  -