NILAI DAN PENGETAHUAN SEBAGAI PREDIKTOR INTENSI BELI MAKANAN ORGANIK

Abstract

This research aimed to examine a model which presents effects of man-nature orientation, of organic knowledge and attitude toward organic food to purchase intention of organic food. Data collection method of this research used questionnaire. Survey data was consisted of 516 married women as an end user of organic food from Yogyakarta, Jakarta and Surabaya Indonesia. The empirical tests indicated that man-nature orientation and organic knowledge had significant effect on attitude toward organic food. Attitude toward organic food had significant effect on purchase intention of organic food. All hypotheses in this research were fully supported.