Intan Utamawati
Universitas Prasetiya Mulya, Cilandak Campus, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430

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Factors Influencing Buying Intention of Organic Food Adam Ramadhan; Evan Saputra Janitra; Fernando Eric Muljono; Intan Utamawati; Mudita Wijaya; Istijanto Istijanto
PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia Vol 5 No 1 (2022): PERWIRA - Jurnal Pendidikan Kewirausahaan Indonesia
Publisher : Perkumpulan Pendidik Kewirausahaan Indonesia (Perwira Indonesia)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/perwira.5.1.1-19


This research aims to increase a significant and critical issue about the number of people affected by cancer in the world. One solution to reducing the risk of cancer and improving a healthier lifestyle is consuming more organic foods. This study investigated five factors influencing the intention to buy organic foods, namely lifestyle adaptation, social media influence, food consumption awareness, environmental attributes, and attitudes toward organic food. Primary data collection was conducted in urban cities such as Greater Jakarta, Indonesia by using quantitative research and with a total of 300 respondents. Descriptive and regression analyses were used to analyse the collected data. The results of the research revealed that organic food’s buying intention depended on lifestyle adaptation, food consumption awareness, environmental attributes, and attitudes towards organic foods. These findings will contribute to the theory of consumer behaviour as well as practitioners in organic food areas.