Consumption Behavior of Organic Rice in Indonesia: Review of Modified Theory of Planned Behaviour

Abstract

This research aims to inspect the concept of the Theory of Planned Behavior (TPB) on organic rice consumption in Indonesia. This study uses a positivism research paradigm with a quantitative approach. The research sample includes families who consume organic rice in Indonesia. As many as 250 people. The analysis device used is Structural Equation Modeling (SEM), which operated through the AMOS v 24.0 program. The outcomes of this research are: (1) Knowledge of organic rice and income has a substantial effect on the attitude of organic rice consumption; (2) Income does not affect the intention to consume organic rice; (3) Income does not affect consumption behavior of organic rice; (4) The attitude of organic rice consumption has a significant effect on the intention to consume organic rice; (5) Subjective norms take a significant impact on intention to consume organic rice; (6) The choice to consume organic rice has a substantial effect on the consumption behavior of organic rice; (7) There is an indirect effect of knowledge about organic rice on organic rice consumption behavior with organic rice consumption attitude and organic rice consumption intention as mediating variables; (8) Income has a substantial effect on organic rice consumption behavior by mediating the attitude of organic rice consumption and intention to consume organic rice; (9) Subjective norms have an indirect effect on organic rice consumption behavior with the intention of consuming organic rice as a mediation. This study can be used in TPB modification by adding to the constructs of knowledge and income as factors that influence attitudes. In this study, payment does not directly affect the intention and consumption behavior of organic assuming. Keywords: organic rice, attitudes, consumption intention, consumption behavior, subjective norms, knowledge and income DOI: 10.7176/EJBM/12-30-07 Publication date: October 31 st 2020