DETERMINAN NIAT BELI MAKANAN ORGANIK: SIKAP UNTUK MEMBELI SEBAGAI VARIABEL MEDIASI
Keywords:
organic food, health consciousness, subjective norms, attitude, purchase intentionAbstract
Abstract. The purpose of this study is to identify whether environmental concern,consumers‟ perceptions, health consciousness, subjective norms, and attitude have a
positive relationship towards organic food purchase intention. The type of research
used for this study is descriptive research with non probability sampling design. The
number of respondents was 202 respondents. Hypotheses were tested using Structural
Equations Model (SEM). The results showed that there are three unsupported
hypotheses out of five hypotheses. Supported hypotheses are hypothesis 2 and
hypothesis 5. The supported hypotheses are consumers‟ perceptions and attitude.
Furthermore, this research showed that consumers‟ perceptions and attitude have a
positive relationship toward purchase intention.
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