Factors Influencing Organic Food Purchase Intention and The Effect of Attitude towards Organic Food

Abstract

The purpose of this study is to explore the influence of various factors on purchase intention of organic food in developing country, Indonesia. A conceptual model was developed on the basis of Theory of Planned Behavior considering the previous factors to examine the effects of different constructs on consumers' attitudes towards organic food and intention to buy organic food. The study was conducted using quantitative research methods. Data were collected from a sample consist of 161 respondents in various regions in Java, Bali and Sumatera Island, Indonesia through an online questionnaire. The data were analyzed using the SPSS statistical analysis program and hypotheses were tested using Regression analysis. The result of this study found that consumer knowledge, health consciousness, healthy lifestyle, and environmental attitude have significant effects on organic purchase intention. Moreover, attitude towards organic food has mediation effect on consumer knowledge and healthy lifestyle to purchase intention. The practical implication of this study should aim to increase consumers' knowledge of organic food as well as promote healthy lifestyle in order to improve their attitude towards organic food and their intention to buy organic food. Marketers can design the advertising campaigns to educate Indonesian consumers about the benefits of eating organic food, including on their health and the environment.