Abstract
Organic food (OF) market is claimed as the fastest growing market in 20th century. Therefore, there are much research about finding factors that affect purchase intention towards OF, one of them is the Food Choice Questionnaire (FCQ), by which it is easy to assess nine distinct food choice motives and one important domain which is represented in FCQ is food choice based on ethical reasons. However, environmental protection or ecological motives is the most important motive to consume organic food. This study aims to see how fanaticism towards eco-friendly would affect the purchase intention and decision of organic food from the student’s perspective. This study uses 250 respondents from agricultural universities in Indonesia and Thailand, picked by purposive sampling method. This study found that fanaticism towards environmental friendliness affects purchase intention of organic food and purchase intention, simultaneously affects the purchase decision significantly in both countries. The moderating effect of price only affects the effect purchase intention on purchase decision of organic food in Indonesia. This happens because Thailand and Indonesia have different fanatic score and level of household monthly income. This study is helped by SmartPLS 3.0 to run the SEM-PLS and VALS Survey to analyze characteristics of respondents. Keywords: environment-friendly fanaticism, organic food, purchase intention, purchase decision, VALS Survey
Highlights
Organic food (OF) market is claimed as the fastest growing market in 20th century (Hamm and Gronefeld, 2004)
Pollard and Wardle (1995) developed the Food Choice Questionnaire (FCQ), by which, it is easy to assess nine distinct food choice motives and one important domain which is represented in FCQ is food choice based on ethical reasons (Lindeman and Vaananen, 2000)
Thailand government has signed some of memorandum of understanding about keeping the environment safe for plants and animals (Environment Department-UN, 2017), and this is one of its citizen’s ways to support the government and the King. All these characteristics of fanaticism towards environmental friendly (EF) can affect purchase intention of OF significantly because OF is known to be the choice of consumers because it is eco-friendly products (Olsen, 2006) and get positive attitude from consumers because of its ethic towards environment (Hsu and Chen, 2014)
Summary
Organic food (OF) market is claimed as the fastest growing market in 20th century (Hamm and Gronefeld, 2004). Global sales of organic products have reached US $46.1billion in 2007 (Willer and Kilcher, 2009) with the growth of the global market revenue of 43 percent between 2002 and 2005 Sahota (2007). This happens because nowadays, consumer tends to look for healthy food (Siregar et al 2019) and GMO (genetical modification organism) free (Chryssohoidis and Krystallis, 2005; Davis et al 1995). Environmental protection or ecological motives is the most important motive to consume organic food (Lindeman and Vaananen, 2000) and it has the strongest impact on attitude of organic food for consumers. Fanaticism can lead to brands, products, services, actors/actresses, athletes, consumption of certain products and experiences (Deveci and Ercis, 2017)
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