Abstract
The Indonesian Organic Agriculture Statistics (SPOI) recorded the number of consumer demand for organic products increased 54 percent compared to the previous year. For more detailed, other data shows 18 percent of customers in Southeast Asia are willing to pay more to buy organic products. The purpose of this study is to predict consumer behavior and investigate in purchase intention organic product which became a trend as well as an attractive business opportunity in the future. This research using the shopping at hypermarkets which is located in jakarta. The research objects have attitude, perceived value, and attribute as factors affecting them to buy organic. The result each factor is positive and significant influence towards Intention to Purchase the green product. The Coefficients table in this research showed the value of attribute as the highest score of consumer behavior in purchase the green product Green action can implement a new trend of lifestyle in consumption organic food in Indonesia. Those all need involvement in marketing activities and will become conceptual strategic for green products that examined in this research.
Highlights
Regarding to the effort to save the earth, one of the essential things is attempting the green development
Interest towards saving our environment sometimes does not give impact in purchasing environmentally friendly products entirely? Does this awareness is supposed to influences your habit to purchase and change daily consume with environmentally friendly products in altogether? Because the excessive use of the conventional products can lead into the situation that is dangerous for life sustainability in earth and the purchase and use of environmentally safe product or organic product is the solution that can prevent that threat
Young consumers have high intention to purchase green products (Chekima et al, 2016; Yadav and Pathak, 2017) and health consciousness and environmental consciousness influenced their purchase of organic food (Rana and Paul, 2017) [4]
Summary
Regarding to the effort to save the earth, one of the essential things is attempting the green development. Liobikiene and Bernatoniene (2017) has stated that the awareness towards environmental health in constant that leads into the organic product consumption, there are many things that are questioned. The research and marketing sides are advisable to maintain and develop the awareness and interest of people towards organic product consume are to be highlighted [1]. Young consumers have high intention to purchase green products (Chekima et al, 2016; Yadav and Pathak, 2017) and health consciousness and environmental consciousness influenced their purchase of organic food (Rana and Paul, 2017) [4]. Multiple competitive studies found in the literature clarify organic food consumption behaviour [9] The majority of these studies focused on developed economies perhaps due to increased demand in the developed world. Information presented via the literature on the effort about how to grow their own vegetables at home with the concept of urban farming such as micro green and aquaponic [10]
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