The Role of Consumer Green Assurance in Strengthening the Influence of Purchase Intentions on Organic Vegetable Purchasing Behavior: Theory of Planned Behavior Approach

Abstract

This research aims to predict organic vegetable purchasing behavior by testing the three predictors in the Theory of Planned Behavior (TPB) which include attitudes (ATT), subjective norms (SN), and perceived behavioral control (PBC), as well as using consumer green assurance (CGA) to fill the gap that occurs in purchasing intentions (PI) and PBC towards purchasing behavior (PB). The population in this study are organic vegetable consumers spread across the Jakarta area. Data collection from 242 respondents was carried out using the purposive sampling method. Data processing uses PLS-SEM with the help of SmartPLS 4.0. The research results show that ATT and PBC directly influence PI, while SN does not affect PI. Furthermore, PI and PBC directly influence PB. CGA, as moderation, strengthens the influence of PI and PBC on PB. Theoretical contribution of this research is NS is not always a strong predictor of Intention to carry out a specific behavior. The presence of CGA in the TPB model can fill the gap between intentions and actual conduct. The implication results of this study indicate that it is necessary to carry out outreach efforts about the health and environmental benefits of consuming organic vegetables to increase subjective norms in society. Respondents’ understanding of the term organic is different from one another, so there are differences in perception in assessing organic vegetables.