FACTORS INFLUENCING THE INTENTION TO PURCHASE AND ACTUAL PURCHASE BEHAVIOR OF ORGANIC FOOD

• Main Author: Humaira, Assyifa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72304
• Institution: Institut Teknologi Bandung

The trend in food demand has undergone massive transformation in recent years since food plays an important role in the protection of health, well being and prevention to disease. One of the key ways to reflect higher health consciousness in the world is through consumers’ increased interest in organic food. The organic market is widely considered as one of the biggest growing markets in food industry. The trends of healthy lifestyle also reflected in Indonesia, by looking at the increasing number of organic farms in 2010 by 10% compared to the data on 2009. It can also be seen through the government program of “Go Organic” that supports the demand of organic food in Indonesia. However, the number of consumer who purchases organic food in regular basis is reported to be low. The national organic food market in Indonesia grew only 5% per year, with sales value of approximately IDR 10 billion. To encourage consumption of organic foods, marketers must understand the consumers well to create better marketing strategy. Therefore, the objective of this study is to examine the factors that influence consumer intention and actual purchase behavior in the context of organic food. The proposed model of this study is using the modified Theory of Planned Behavior by Ajzen (1991) with added variables as determinants in organic food consumption. The research was conducted by distributing questionnaires to organic food consumers in Jakarta. Using the final data from 200 respondents, the data was analyzed by using Microsoft Excel, SPSS and assessed through Factor Analysis, One Way ANOVA, Linear Regression Analysis, and Path Analysis. The result found that health consciousness, organic knowledge and trust have significant influence on attitude. As for the intention to purchase organic food, attitude has the strongest influence then followed by subjective norms and price. However, availability showed to have no significant influence on intention to purchase which demonstrated a different result from previous studies. Finally, actual purchase behavior found to greatly influenced by the intention to purchase itself.