Influence of Healthy Lifestyle, Health Concern, Environment Concern, Product Quality towards Intention Purchasing Organic Food
Rahmadian Puspitasari (a), Tengku Ezni Balqiah (b)
(a,b) Magister of Management, Faculty of Economics and Business, University of Indonesia
Jalan Salemba Raya, RW 5, Kenari, Central of Jakarta, Indonesia
Email: rahmadian.puspitasari[at]gmail.com (a), tebalqiah[at]gmail.com (b)
Abstract
Food is the primary need which required by human. Human needs are keep increasing so that eco-friendly food is necessary for sustainability. The purpose of this paper is to determine how healthy lifestyle, health concern, environmental concern, and product quality are influencing the intention of purchasing organic food. The samples are obtained from 205 consumers who never bought organic food using judgmental sampling method and were collected on October 2019 in Indonesia. Data were analyzed using Structural Equation Modeling to examine the strength of relationship between constructs. The result of this research showed that the stronger healthy lifestyle and health concern, along with higher environment concern and product quality get more positive influence in the intention to purchase organic food. This study generates that the organic industry needs to implement various marketing strategies to bring positive changes in consumers intention to buy organic food. Also, as a basis for the development of organic food in the future. This study expands the theory of planned behavior (TPB) by including healthy lifestyle, health concern, environment concern, product quality for the purpose of intention to buy organic food.
Keywords: Green Marketing, Organic Food, Healthy Lifestyle, Health Concern, Environment Concern, Product Quality, Theory of Planned Behavior, Intention to Purchase
Topic: Marketing