Motives for Consuming Organic Vegetable during Covid-19 Pandemics in Indonesia

Abstract

COVID 19 has an immense impact on people’s life. One of the impacts is the increasing concern for a healthier lifestyle, including the consumption of organic vegetables. This study aimed to determine variables that have a positive and significant impact on consumers behaviour in consuming organic vegetables, by utilizing Partial Least Square – Structural Equation Modelling method. Variables that being analysed in this study are organic food knowledge, environmental concern, price consciousness, health consciousness, quality, subjective norms, risk aversion, perceived behaviour control, convenience to purchase, familiarity, food safety concern, emotional value, promotion, moral attitude, and the impact of COVID 19 on attitudes towards organic food, purchase intention of organic food, and organic purchase behaviour. The result shows that factors strongly influenced consumers’ motivation on the consumption of organic vegetables are subjective norm, risk aversion, price consciousness, emotional value, perceived behaviour control, moral attitude, and promotion respectively. Other factors have unsignificant influence on consumers’ behaviour so those factors can be neglected. The result of this study will be beneficial for organizations or businesses in developing strategy to improve customers’ motivation in consuming organic vegetables.