Unveiling Knowledge Levels and Factors Shaping Purchase Intention of UPLB Youth Dormers towards an Emerging Superfood, Microgreens

Oral Presentation. Global Agribusiness, Management, and Entrepreneurship Conference. Manila, Philippines. October 24-25, 2024.

With the rise of societal problems such as food and nutrition security, the world is in search of sustainable sources of superfoods, and the perfect candidate is microgreens. Examined and spotlighted due to their high levels of antioxidants, vitamins, minerals, and phenolic compounds, microgreens are also easy to grow. However, despite these advantages, the microgreens sector in the Philippines is still incipient. Thus, this study aimed to explore knowledge levels of microgreens as well as the factors shaping purchase intention of a potential market following the Theory of Planned Behavior framework. Survey questionnaires were distributed via online platforms utilizing purposive sampling to target respondents residing in Los Baños, Laguna (n=200). This population was filtered to include only respondents living in urban or suburban areas (n=137). This group was then further narrowed to those aged 18-24 to specifically target UPLB youth dormers (n=122). Market exploration survey unveiled a neutral awareness level (x=3.27), perception (x=3.94), willingness to consume (x=3.56) and purchase intention (x=3.75) of microgreens. In developing the model, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed, with knowledge and perception (R² = 0.180) designated as formative factors influencing willingness to consume (R² = 0.284), thereby leading to willingness to purchase (R² = 0.501). Correlation of latent variables revealed a significant moderate to strong positive correlation among all constructs (p<0.05). Path coefficients also revealed that knowledge leads to perception (β=0.424; p=0.000), perception leads to willingness to consume (β=0.422; p=0.000), and willingness to consume leads to willingness to purchase (β=0.708; p=0.000). Further analysis of reflective indicators showed significant causality of willingness to purchase to willingness to pay premium (λ=0.823) and frequency to purchase (λ=0.863). Towards the next, identifying the factors shaping this unlocked superfood venture can help achieve Sustainable Development Goals like Zero Hunger and Good Health and Well-Being.