DETERMINAN NIAT BELI MAKANAN ORGANIK: SIKAP UNTUK MEMBELI SEBAGAI VARIABEL MEDIASI

Abstract

Abstract. The purpose of this study is to identify whether environmental concern, consumers‟ perceptions, health consciousness, subjective norms, and attitude have a positive relationship towards organic food purchase intention. The type of research used for this study is descriptive research with non probability sampling design. The number of respondents was 202 respondents. Hypotheses were tested using Structural Equations Model (SEM). The results showed that there are three unsupported hypotheses out of five hypotheses. Supported hypotheses are hypothesis 2 and hypothesis 5. The supported hypotheses are consumers‟ perceptions and attitude. Furthermore, this research showed that consumers‟ perceptions and attitude have a positive relationship toward purchase intention.

Keywords

• organic food, health consciousness, subjective norms, attitude, purchase intention