Analysis of Consumer Behavior of Organic Food in North Sumatra Province, Indonesia

Abstract

This research is driven by lack of knowledge of the marketers about organic consumers and to understand the motivations behind organic purchases. This study explores the effects ofvariables of organic food knowledge, environmental knowledge, health knowledge, culture, product attribute, subjective norms, and familiarity on organic attitudes, purchase intentions and behavior. This research is conducted by using a sample consisting of 270 respondents that were taken at several organic markets. The results indicate that organic food knowledge, health knowledge and subjective norm variables were able to explain organic food purchases, while the cultural and the food attributes have no effect on attitudes. Theory of Reasoned Action (TRA) was able to provide a framework for studying the behavior of consumer attitudes towards organic food. Practical implications of this study should focus on knowledge of organic food, and health knowledge.