The Model of Consumer’s Switching Intention from Conventional Food to Organic Food: An Experimental Design Study

Abstract

The purpose of this research is to design a model of intention switch from conventional food to organic food. The research model is based on the results of preliminary studies, which further confirmed through relevant journals from previous studies. Experimental design was chosen to perform some treatment of the observed variables, namely 2 (attributes: high, low) x 2 (inconveniences: high, low) x 2 (motivation to elaborate information: high, low) factorial design. The participants were 200 undergraduate students at the University of Sebelas Maret were selected through an announcement posted on the bulletin board. Hierarchical multiple regression analysis were selected to analyze the relationship between variables were hypothesized. This study shows that the intention to switch from conventional food to organic food is influenced by product attributes, inconvenience and attitudes towards organic food moderated by motivation to elaborate information. The theoretical implications of this study helps to understand the basic concepts of consumer switching behavior.