WHEN ORGANIC LABEL IS NOT ENOUGH: UNDERSTANDING CONSUMERS BARRIERS TO THE PURCHASE INTENTION OF ORGANIC BEVERAGES PRODUCT

• Main Author: Nabila Hasyifa Triandini, Tasya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48904
• Institution: Institut Teknologi Bandung

Currently, consumers may love a healthy lifestyle. Consuming healthy food and beverages becomes one way to implement a healthy lifestyle. This trend makes the consumption of organic beverages increase. This is seen from the rise of the emerging organic beverage business. However, sales of organic beverage products were found to be less than optimal. Researchers conducted this study with the aim to find out related to the five barriers, which are usage barriers, value barriers, risk barriers, traditional barriers, and image barriers, which barriers were felt to be most influential by Indonesian consumers, especially in the Jabodetabek and Bandung area. The researcher also sought to find out the relationship between each barrier to consumer purchase intentions related to organic beverage products. By applying the Innovation Resistance Theory (IRT), researchers try to confirm the five barriers to existing product innovation. By using the Confirmatory Factor Analysis (CFA) method, researchers find out what are the barriers that significantly affect consumer purchase intentions in the context of organic drinks. In this study, barriers to use, value barriers, risk barriers, and tradition barriers have a significant impact on consumer purchase intentions for organic beverages in Jabodetabek and Bandung area, and image barriers are considered to not significantly impact consumer purchase intentions. This research was conducted using an online survey of 350 respondents in Jabodetabek and Bandung.