Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{189020,
        author = {Dr Shanthi J},
        title = {Gen Z and the Green Consumer Shift: Awareness, Trust, and Adoption of Jaivik Bharat Organic Products},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {7},
        pages = {4776-4784},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189020},
        abstract = {The current research is based on Gen Z consumers in India to define their awareness, trust, and adoption of Jaivik Bharat-certified organic products and highlight demographic differences that shape sustainable consumption behavior. As the world organic market is growing faster and faster and India becomes one of the fastest-growing organic economies, it has become more relevant to learn more about how the digital generation known as Gen Z operates as a socially aware and digitally driven generation. Although Jaivik Bharat initiative has been launched by Food Safety and standards Authority of India (FSSAI) to standardize organic certification, there is still a loophole in consumer recognition, trust and real behavior in purchasing products. The research design followed was descriptive and 150 Gen Z respondents aged between 18 and 26 years were chosen and a structured questionnaire was used to collect the data on a five-point Likert scale. The statistical analysis of the ANOVA showed that there was a significant difference in the awareness among age, education, income, and occupation, whereas, there was a difference in trust between genders, age, and occupation. There was high gender, education and income difference in adoption. The results show that the Gen Z consumers are highly aware of organic certification but their levels of trust and adoption are moderate, which implies that the sustainable intent is partially transferred into the behavioral pattern of purchasing. The paper shows the necessity of the improved communication of the government, the openness of the certification procedure, and the specific digital campaigns to increase the participation of the young generation in Jaivik Bharat products. The point of accessing price, product visibility and trust-building efforts are necessary in order to overcome the gap between awareness and adoption. This study adds to the knowledge on the topic of green consumer behavior in the Indian market specifically in an Indian generation that is defining the future of ethical consumption. It offers practical information to the marketers, policymakers and sustainability activists to ensure viable organic certification and create lasting behavioral transformation. The conclusion of the study is that empowerment of Gen Z via education, trust strengthening and digital interaction will hasten the process of sustainable consumption and an environmentally friendly economy in India.},
        keywords = {Gen Z; Jaivik Bharat; Consumer Awareness; Consumer Trust; Adoption Behavior; Sustainable Consumption},
        month = {December},
        }