Abstract
As one of the sustainable food, hydroponic vegetables begin to attract consumer attention. Previous studies focus on how to increase the willingness to pay (WTP). The cost of growing hydroponic might cause it as higher than traditional (soil agriculture) that drives higher prices. Instead of only focus on WTP, attitude and purchase intention are two constructs that important to estimate actual purchase behavior. However, a study about the antecedents of hydroponic vegetable’ purchase intention is still limited. This study aims to identify factors that can enhance purchase intention, group respondents based on those factors, and profile each respondent’s group. By online survey, 981 respondents were collected, and multiple regressions and cluster analysis analyzed further data. The result shows eight factors that could drive purchase intention (attitude, subjective norm, perceived behavioral control, perceived quality, price, availability, health consciousness, and knowledge), while environmental concern was not significant. Cluster analysis generates 3 clusters of respondents that have different profiles based on all factors and demographics variables. This study contributes to portraying respondents’ responses toward hydroponics that could deliver implications for entrepreneurs or marketers to attract target consumers based on all factors and develop a strategy based on their profiles.
Highlights
In a pandemic situation, people are more concerned about their health and how to increase and maintain their immunity to spared and survive from Covid-19 or other diseases
As guidance to drive this healthy lifestyle, someone needs to consume healthy food by eating fruit and vegetables, minimizing sugar, and exercising regularly [1]. To produce such quality food, people more critical against the use of pesticides in agriculture and more concerned about ecological food. Consumers feel they had to protect the environment by choosing products that create less pollution or more environmental concern [2], saving the planet that is green products [3]
This section aims to develop a cluster of respondents based on their similarities in terms of factors that influence purchase intention
Summary
People are more concerned about their health and how to increase and maintain their immunity to spared and survive from Covid-19 or other diseases. As guidance to drive this healthy lifestyle, someone needs to consume healthy food by eating fruit and vegetables, minimizing sugar, and exercising regularly [1]. To produce such quality food, people more critical against the use of pesticides in agriculture and more concerned about ecological food. Consumers feel they had to protect the environment by choosing products that create less pollution or more environmental concern [2], saving the planet that is green products [3]. Organic crops grow without chemical pesticides but sometimes use fertilizer from animal manure potentially contaminated with bacteria
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