Factors that Influence Actual Buying Behavior of Organic Food Products in Indonesia
Yunita Wijaya Handranata1, Dewi2, Kunti Murbarani3
1Yunita Wijaya Handranata, pursuing her Doctoral degree in Research Management from Bina Nusantara University, Jakarta, Indonesia.
2Dewi, Information Systems at Bina Nusantara University, Jakarta, Indonesia.
3Kunti Murbarani, Bachelor degree in Business Management from Bina Nusantara University, Jakarta, Indonesia.
Manuscript received on September 22, 2019. | Revised Manuscript received on October 20, 2019. | Manuscript published on October 30, 2019. | PP: 1931-1938 | Volume-9 Issue-1, October 2019 | Retrieval Number: A1070109119/2019©BEIESP | DOI: 10.35940/ijeat.A1070.109119
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This paper investigates the factors that influence purchasing behavior of organic food in Indonesia. Data were obtained by distributing questionnaires in April-June 2018 to 106 consumers who had bought organic food in the past. Data was analyzed using Structural Equation Modeling (SEM). This study examines the factors that influence the actual buying behavior of organic food products such as health awareness, knowledge of organic food, subjective norms, perceived price and availability. In addition, attitude towards organic food and purchase intention was also tested as a medium for these five factors to influence actual buying behavior. Socio-demographic factors were also tested to determine their influence. The results showed that health consciousness and availability affected people’s behavior towards organic food. This behavior is then proven to affect purchase intention which also affects actual buying behavior. With this research, it is expected to be able to explore the interest of Indonesian people to improve health and help marketers of organic food.
Keywords: Organic Foods, Actual Buying Behavior, Purchase Intention, Consumer Attitude, Indonesia.