Nilai orientasi alami manusia dan pengetahuan organik sebagai determinan perilaku beli pangan organik

Abstract

This study aimed to examine the model of consumer's buying behavior towards organic food. This model presents the effects of human nature's value orientation, organic knowledge, organic food buying attitude, subjective norms, behavioral control and buying intentions toward organic food buying behavior. This research was conducted by survey method. Data collection was conducted by purposive sampling technique. Total of 516 respondents from Yogyakarta, Surabaya, and Jakarta were ready to participate in this study. A Structural equation modeling (SEM) is used to analyze the data. The tested model in this research is fit to the empirical data. Man-nature orientation and organic knowledge significantly give positiveeffect for attitude toward buying organic food. Attitude toward buying organic food, subjective norm, and behavioral control significantly give positive effect for buying intention toward organic food. Behavioral control gives positive effect but not significant for buying behavior toward organic food. Buying intention toward organic food significantly gives positive effect for buying behavior toward organic food. Keywords: