THE INFLUENCE OF HEALTH ORIENTATION, ENVIRONMENTAL RESPONSIBILITY, SOCIAL RESPONSIBILITY, VALUE AND LIFESTYLE, AND ATTITUDE TOWARDS PURCHASE INTENTION OF ORGANIC FOODS AMONG INDONESIANS

Abstract

According to the FAO (Food and Agriculture Organization), vegetables and fruit consumption per capita in Indonesia still far below the standard. On top of that statement, the consumption of organic foods in Indonesia is even way more beneath if compared to other Asia Pacific Countries. The objective of this research is to analyze the influence of health orientation, environmental responsibility, social responsibility, value and lifestyle, and attitude towards purchase intentions of organic foods in Indonesia. A questionnaire used to collect the data and the respondents are 251. The techniques used were multiple regression coefficients and F-testing to test the simultaneous influence with significant level of 5% (α = 0.05). The result of this study shows that health orientation, environmental responsibility, and attitude towards organic foods has significant influence towards purchase intentions. While, social responsibility and value and lifestyle has no influence towards purchase intention. The final result shows that Health Orientation, Environmental Responsibility, Social Responsibility, Value and Lifestyle, and Attitude Towards Organic Foods simultaneously influence Purchase Intentions in Indonesia. The value of adjusted R square indicates by 0.386 meaning independent variables are influencing the dependent variable by 38.6% while the rest is influenced by other variables.