Green Awareness and Purchase Intention for Organic Products

Abstract

Organic vegetables are a healthy product that is consumed and it is friendly for environment, because it does not use pesticide material. But, customer's awareness in Indonesia selects organic vegetables is still low. Those cases are happened because customer's knowledge for organic product is still low. This study is conducted on 136 customers who knows organic vegetables product at supermarket retail in Bandung City, through descriptive and verificative analysis. Research funding is known that purchase intention will improve and it is accompanied by the improvement of customer's knowledge for green awareness and trust. Besides that, the location of urban customer also gives impact on customer behaviour of organic products.