EXPLORING ORGANIC FOOD PURCHASE INTENTION OF GENERATION Z USING THEORY OF PLANNED BEHAVIOUR

• Main Author: Jabbar Farabi, Anandra
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71072
• Institution: Institut Teknologi Bandung

Numerous people throughout the world are still suffering from the effects of the recent Covid-19 epidemic in 2019 on them. People may suffer financial setbacks and health hazards as a result. People are modifying their eating habits to be healthier and more responsible as a result of the Covid pandemic, which has emphasized the necessity of consuming healthy food. Furthermore, there are many diseases that caused by unhealthy eating. Driven by these concerns, the organic food industry has emerged with providing healthy options for people to consume. However, there is still lack of awareness and knowledge from general public on the benefits and sustainability of consuming organic food. Another problem at hand is that consumers purchase intentions are hampered by the poor availability and marketing of these green brands in many grocery shops despite consumers great incentive to do so. In order to forecast Indonesian consumers' intentions to purchase organic food, this article extends the theory of planned behaviour (TPB) by including brand equity characteristics.The research was conducted using a quantitative approach to 215 Generation Z respondents who were living in Indonesia and had purchased organic food products. Afterwards, the data was analysed using SPSS with multiple linear regression in order to find whether one variable affects another. The result showed that perceived quality, environmental attitude, subjective norms, brand loyalty, and brand image has a positive effect on organic food purchase intention. On the other hand, perceived behavioural control and brand awareness doesn’t show any significant effects. The most significant factor that affects purchase intention is perceived quality and environmental attitude, this goes to show that people are tend to purchase organic food from their quality and how they fundamentally act as a human being with regards on having a healthy and sustainable life. The findings on this research may help predict which factors that can have a significant influence on consumer purchase intention, thus businesses can develop more efficient strategies.