Consumer Actual Purchase Behavior for Organic Products in Aceh, Indonesia

摘要

Organic products are products that are currently the main choice for consumers who care about their health. In addition, organic products also reduce the impact of environmental damage and are healthier than conventional products. However, in some previous studies that examined the model of attitudes and intentions in behavior of the organic product consumption has shown there are no consistent results yet. The aim of this study was to gain insight into consumers' purchase behavior, to determine the influence of health concern, environmental concern, product quality and knowledge on attitude, purchase intention and how that can effect an actual purchase behavior of consumers' toward organic product in Aceh. This study was conducted on 310 consumers that consume organic product in Aceh. The sample were taken using purposive sampling technique and the sample data were statistically analyzed using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). The result shows that attitude and purchase intention was significantly affected by health concern, product quality and knowledge but not by environmental concern. Then, attitude was have a significant direct effect on purchase intention, and this significant result has an impact on actual purchase behavior, in which attitude and purchase intention significantly affected actual purchase behavior of consumers' toward organic product.