Analisis Pengetahuan, Sikap dan Pengaruhnya Terhadap Pembentukan Intensi dan Perilaku Konsumsi Beras Merah (Oryza nivara) Menggunakan Pendekatan Theory Of Planned Behaviour

Abstract

Consumption of brown rice has a good influence for consumer health, but the knowledge and attitudes about brown rice are still lack. This led to interest in low consumption. This study aimed analyzing knowledge, attitudes and its affect toward intention and consumption behavior of brown rice (Oryza nivara) adapted from Theory Of Planned Behaviour that consists of knowledge, attitudes, subjective norms, behavioral control, intentions and consumption. This study used cross sectional study design, located at some gyms and rice shops, involved 130 peoples who had consumed brown rice at least once in the past month. The results showed that the number of family members was negatively associated with behavioral control sample (p <0.05). Age and education level was positively associated with attitudes, subjective norms, and behavior control (p <0.05). In addition family income was positively related with behavioral control. Knowledge was positively related with attitudes, subjective norms, and behavior control. So through the TPB approach, the results showed that attitudes, subjective norms, and behavioral control (p<0.01) that affect the consumption of brown rice intentions.