IS THE CONSCIOUSNESS DRIVE TO CONSUME ORGANIC? AN EXPLORATIVE STUDY ON MOTIVES ORGANIC FOOD AND BERVERAGE CONSUMPTION AMONG INDONESIA MILLENNIAL GENERATIONS

• Main Author: Cholil Asy'ari, Afyan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48901
• Institution: Institut Teknologi Bandung

Nowadays, Indonesian consumers get more conscious about their health condition. It affected the new trend and create new behavior in their daily lives, healthy lifestyle. This behavior affects the way consumption is carried out by consumers. Food and beverage that from organic products is healthier than non-organic, this causes consumers who are fond of healthy lifestyles to start choosing to consume organic products. This study analyses the motive factors that affect consumers to buying organic in the millennial generation since they have characteristic that relate with the organic product itself. This research was conducted using quantitative methods by distributing online questionnaires to respondents who have the qualifications which are known organic products, the millennials that is in the age range 20-40 years old and live in Indonesia. The researcher uses Structural Equation Modelling (PLS-SEM) to process the survey results to find and classify the factors that inhibit organic buying of the product. The results of this study the willingness to pay a premium price towards organic products very significantly affected by the social consciousness then followed health consciousness as the antecedent variable for food safety concern, natural content, environmental concern, and sensory appeal. The concern of food safety is the key independent variable for health consciousness, besides the environmental concern is the key independent variable for social consciousness. This finding shows the proposed model contributes to the literature and is useful for understanding in depth the motivation of consumption of organic food products among potential markets which is Millennial Generation. Thus, the result enabling companies the recommendation to develop effective marketing strategies