Analysis on Intention of Purchasing Organic Foods by The Undergraduate Students of IPB Using The Theory of Planned Behavior Approach

Heppy Setiawati, Hartoyo Hartoyo, Megawati Simanjuntak
https://doi.org/10.17358/jma.15.2.198

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Issue
Vol. 15 No. 2 (2018): JMA Vol. 15 No. 2, July 2018
Accepted
3 July 2018
Published
15 July 2018
Keywords:
    pangan organik, intensi beli, SEM-LISREL, Theory of Planned Behavior
PDF Analisis Intensi Beli Pangan Organik Pada Generasi Millenial Menggunakan Pendekatan Theory Of Planned Behavior

Abstract

This study aims to identify factors that can increase the intention of buying organic foods and its implications in the design of organic food marketing strategy. The main model adopts Theory of Planned Behavior. Six variables were used in this study, namely, health awareness, environmental awareness, attitudes toward organic foods, subjective norms, perceptions of behavior control and organic food purchase intentions. The data to test the research model were collected from 140 respondents and were analyzed using statistical structural equation modeling method. The results of the study indicate that health awareness, environmental awareness, attitudes on organic foods, subjective norms and behavior control perceptions significantly influence the intention of buying organic foods. Furthermore, health awareness and environmental awareness have no significant effects on organic food purchase intention. The results of this study then become the basis in designing strategies to build a positive attitude on organic foods, subjective norms, and perceptions of consumer behavior control of organic foods that is by promoting organic foods through online or on certain events, creating new innovations so that the foods look attractive, and broadening market reach for organic food products to be more easily available.

Keywords: purchase intention, organic food, SEM-LISREL, marketing strategic, Theory of Planned Behavior

Authors

Heppy Setiawati
School of Business, Bogor Agricultural University
happy.setiawati@gmail.com (Primary Contact)
Hartoyo Hartoyo
School of Business, Bogor Agricultural University
Megawati Simanjuntak
Department of Family and Consumer Sciences, Human Ecology Faculty, Bogor Agricultural University
SetiawatiH., HartoyoH., & SimanjuntakM. (2018). Analysis on Intention of Purchasing Organic Foods by The Undergraduate Students of IPB Using The Theory of Planned Behavior Approach. Jurnal Manajemen & Agribisnis, 15(2), 198. https://doi.org/10.17358/jma.15.2.198
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