Niat Konsumen dalam pembelian makanan organik

Irianto, Heru and Haryanto, Budhi (2011) Niat Konsumen dalam pembelian makanan organik. Kinerja Jurnal Bisnis dan Ekonomi, 15 (1). ISSN 0853-6627

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    The objective of research is to determine the organic food purchasing intention model, with the variables studied consisting of awareness of health, awareness of environment, organic food availability, attitude, subjective norm, and organic food purchasing intention, as well age and consumption pattern variables. The research method used was survey technique with 200 respondents as the consumer sample who intend to purchase food organic in order to be consistent with the analysis method used, structural equation model (SEM). The result of study shows that the awareness of health and awareness of environment are the determinant of someone’s positive attitude creator to organic food. The finding about the moderating role of age group and consumption pattern variables on the relationship between attitude and behavior of organic food purchasing intention affects the organic food purchasing intention. The implication of study is that the marketers in the future should convince the consumers that the organic food product is safe for health and environmental friendly, as well as there should be market segmentation based on the age group and consumers consumption pattern. Keywords: intention, attitude, organic food.

    Item Type: Article
    Subjects: H Social Sciences > HB Economic Theory
    S Agriculture > S Agriculture (General)
    Divisions: Fakultas Ekonomi
    Fakultas Pertanian
    Depositing User: Arissa Aprilia Nurcahyani
    Date Deposited: 10 May 2014 17:20
    Last Modified: 10 May 2014 17:20

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