Effects of health consciousness and environmental attitude on intention towards organic food purchase

Abstract

The objective of this research is to study the effect of health consciousness and environmental attitude towards intention to purchase organic food. The research is using Theory of Planned Behaviour (TPB). The study variables are health consciousness, environmental attitude, availability, subjective norm, attitude and intention to purchase organic foods. Survey method is applied, with the 150 respondents intending to purchase organic food in Surakarta. Structural equation model (SEM) is applied to analyze data. The result shows that health consciousness and environmental attitude are the determinants of an individual's positive attitude to purchase organic food. In addition, the attitude and subjective norm are also being the determinants of intention to purchase organic food. The study suggests that increasing organic food consumption can be achieved by increasing the knowledge about the benefit of organic food on health and environmental maintenance of potential consumers.