Factors Influencing Buying Intention of Organic Food

  • Adam Ramadhan Universitas Prasetiya Mulya, Cilandak Campus, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430
  • Evan Saputra Janitra Universitas Prasetiya Mulya, Cilandak Campus, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430
  • Fernando Eric Muljono Universitas Prasetiya Mulya, Cilandak Campus, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430
  • Intan Utamawati Universitas Prasetiya Mulya, Cilandak Campus, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430
  • Mudita Wijaya Universitas Prasetiya Mulya, Cilandak Campus, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430
  • Istijanto Istijanto Universitas Prasetiya Mulya, Cilandak Campus, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430
DOI: https://doi.org/10.21632/perwira.5.1.1-19
Keywords: organic food, lifestyle adaptation, food consumption awareness, environmental attitude, buying intention

Abstract

This research aims to increase a significant and critical issue about the number of people affected by cancer in the world. One solution to reducing the risk of cancer and improving a healthier lifestyle is consuming more organic foods. This study investigated five factors influencing the intention to buy organic foods, namely lifestyle adaptation, social media influence, food consumption awareness, environmental attributes, and attitudes toward organic food. Primary data collection was conducted in urban cities such as Greater Jakarta, Indonesia by using quantitative research and with a total of 300 respondents. Descriptive and regression analyses were used to analyse the collected data. The results of the research revealed that organic food’s buying intention depended on lifestyle adaptation, food consumption awareness, environmental attributes, and attitudes towards organic foods. These findings will contribute to the theory of consumer behaviour as well as practitioners in organic food areas.

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Published
2022-07-14
How to Cite
Ramadhan, A., Janitra, E., Muljono, F., Utamawati, I., Wijaya, M., & Istijanto, I. (2022). Factors Influencing Buying Intention of Organic Food. PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia, 5(1), 1-19. https://doi.org/10.21632/perwira.5.1.1-19
Issue
Vol 5 No 1 (2022): PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
Section
Articles
 
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