The prediction of consumers' intention in choosing organic coffee: An application of theory planned behaviour

Abstract

The behaviour of Indonesian coffee consumers towards organic coffee is an important thing to study. Therefore, organic coffee producers should know about the characteristics of potential customers they can promote organic coffee products to. This study aimed to explore the theory of planned behaviour (TPB) as a factor influencing organic coffee consumer's intention in Indonesia. The study was conducted in 2020. The selection of respondents was carried out using a non-probability sampling method, namely accidental sampling. There were 850 respondents selected, but after clearing the data, it was found that 766 respondents were in accordance with the research objectives. Data generated from interviews with consumers would be analysed using the Structural Equation Model (SEM). The results of the study were able to prove the positive effect of the TPB variables on organic coffee consumer's intention.