Proceedings of the 4th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2021, 27-28 July 2021, Semarang, Indonesia

Research Article

The Antecedents of Millennial Customers Intention to Purchase Organic Foods: An Application of Theory of Planned Behavior

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  • @INPROCEEDINGS{10.4108/eai.27-7-2021.2316829,
        author={Daniel Christianto Kasidi and Karto  Adiwijaya},
        title={The Antecedents of Millennial Customers Intention      to Purchase Organic Foods: An Application of Theory of Planned Behavior},
        proceedings={Proceedings of the 4th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2021, 27-28 July 2021, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICE-BEES},
        year={2022},
        month={3},
        keywords={organic foods millennial purchase intention theory of planned behavior perception},
        doi={10.4108/eai.27-7-2021.2316829}
    }
    
  • Daniel Christianto Kasidi
    Karto Adiwijaya
    Year: 2022
    The Antecedents of Millennial Customers Intention to Purchase Organic Foods: An Application of Theory of Planned Behavior
    ICE-BEES
    EAI
    DOI: 10.4108/eai.27-7-2021.2316829
Daniel Christianto Kasidi1,*, Karto Adiwijaya1
  • 1: Universitas Indonesia
*Contact email: daniel.christianto@ui.ac.id

Abstract

The lack of knowledge and understanding of organic foods has resulted in very few Indonesians who buy the products, even though the survey shows a high potential market for Indonesian organic food. Generation Y or Millennial is a cohort that has a high concern for health and the environment. This study aims to analyze the factors which influence Millennials' intention to buy organic food products by using the Theory of Planned Behavior (TPB) as the framework. The data were collected using an online survey from 194 Millennials. The data was analyzed using factor analysis with Structural Equation Modeling (SEM). The results show that attitude was significantly and positively affect Millennials’ intention to buy organic foods. The higher the environmental concern, knowledge of organic foods, and perceived affordability, the higher the attitude towards organic food products. Furthermore, neither awareness nor knowledge of organic foods moderated the relationship between TPB’s three antecedents on intention to purchase.