Pengetahuan, sikap dan niat beli mahasiswa terhadap makanan organik: pendekatan theory of planned behavior

Abstract

The development of healthy and natural lifestyle has encouraged people to eat healthy foods, including organic foods. This study aimed to analyze the knowledge, attitude and purchase intention toward organic food among undergraduate students, that approached by Theory of Planned Behavior (TPB). The study involved 100 undergraduate students of Bogor Agricultural University (IPB) which selected randomly. Data was collected through interview by using questionnaires. The results indicated that knowledge was at the middle and high category, while the greatest proportion of attitude, subjective norm, behavioral control, and purchase intention were at the middle category. Knowledge negatively associated with attitude. Meanwhile, according to the model of Theory of Planned Behavior (TPB), attitude, subjective norm and behavioral control had positive correlations with purchase intention, however only subjective norm affected purchase intention. The results also indicated that knowledge showed no significant effect toward purchase intention