Analysis Influence of Consumer Behavior to Purchase Organic Foods in Jakarta
- DOI
- 10.2991/absr.k.220101.009How to use a DOI?
- Keywords
- Attitude; Consumer behavior; Intention; Perceived control behavior; Purchase decision; Theory of planned behavior; Subjective norm
- Abstract
This research aims to prove whether there is positive correlation among theory of planned behavior variables and give suggestions to the organic food producers to create and formulate a preferable marketing strategy, achieve better sales performance and to support organic food growth in Jakarta. A survey was conducted during June, 12th 2017 to July 3rd 2017. A sample of 400 respondents were distributed to citizens who stay in the Jakarta area and know about organic food. The data was analysed using Structural Equation Model (SEM) and descriptive analysis to see the features of data collected and their relationship on attitudes, subjective norms, perceived behavioral control to intention as mediator to purchase organic foods in Jakarta. The SEM results of this study show that attitudes and perceived behavioral control have influence on intention, which perceived behavioral control has “strong” correlation. While, the subjective norms have not influenced the intention. As a mediator variable, the intention has shown a “very strong” correlation to purchase decisions on purchasing organic foods.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Antonius Siahaan AU - Jeffry Thiodore PY - 2022 DA - 2022/01/05 TI - Analysis Influence of Consumer Behavior to Purchase Organic Foods in Jakarta BT - Proceedings of the 6th International Conference of Food, Agriculture, and Natural Resource (IC-FANRES 2021) PB - Atlantis Press SP - 57 EP - 65 SN - 2468-5747 UR - https://doi.org/10.2991/absr.k.220101.009 DO - 10.2991/absr.k.220101.009 ID - Siahaan2022 ER -