Aplikasi Theory Of Planned Behavior pada Analisis Perilaku Konsumen Beras Organik di Kota Bogor

Abstract

The back to nature lifestyle encourages consumers healthy rice for their intake. This study aims to (1) analyze the attitude, intention and consumption of organic rice consumers, (2) analyze norms/social environment and constraints organic rice consumption, (3) analyze the key drivers or antecedents of behavior in consuming organic rice, and (4) analyze the attributes of the main products in shaping public evaluation and barriers to the consumption of organic rice. The research was conducted in Serambi Botani Stores and Yogja supermarkets Bogor Junction. 100 respondents are determined by convenience sampling method. This study used a modified Theory of Planned Behavior (TPB). The results showed that consumers Bogor have a high motivation and a positive attitude towards the consumption of organic rice. Organic rice consumed twice a week at home and several times a year outside. The quality, negative effects, and products compliance have a significant impact on attitudes, while the availability, suitability and value are major determinants of personal control over organic rice consumption The costumer’s doubts to the organic guarantee has a negative effect on attitudes, meanwhile the quality and appropriateness affect the attitudes and perceived control positively. Both organic rice cooking and preparation time organic rice were not found as an important indicator of attitudes and perceived control. The TPB addresses 17 in behavior and 39 percent of variance in intention to consume organic rice.