Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/107961
Authors: 
Irianto, Heru
Year of Publication: 
2015
Citation: 
[Journal:] International Journal of Management, Economics and Social Sciences (IJMESS) [ISSN:] 2304-1366 [Volume:] 4 [Year:] 2015 [Issue:] 1 [Pages:] 17-31
Abstract: 
The objective of this research was to study the variables affecting the consumer attitude to buy organic food that in turn affects the purchasing intention. Theory of Planned Behavior (TPB) was used to explain this. The study variables include health consciousness, environmental consciousness, organic food price, attitude, subjective norm, intentions to purchase organic food and gender. Survey method was used, with the sample containing 200 respondents intending to purchase organic food in Surakarta City, Indonesia. The analysis method employed was structural equation model (SEM). The results of research showed that health consciousness and environmental consciousness were the determinants of an individual's positive attitude to buy organic food. The effect of gender difference on attitude, intention, and behavior of purchasing organic food confirmed the previous studies descriptively stating that gender affects the organic food purchasing behavior. The implication of study is that in the future, the marketers should expose the usefulness of organic food for health and environmental maintenance to make the target consumer more motivated to buy organic food. In addition, market segmenting should be carried out based on gender.
Subjects: 
Health consciousness
Environmental consciousness
price
attitude
subjective norm
intention
gender
organic food
JEL: 
L66
I12
Creative Commons License: 
http://creativecommons.org/licenses/by-nc/3.0/
Document Type: 
Article

Files in This Item:
File
Size
877.53 kB





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.