Tony Wijaya, Sukidjo
This research aims to examine a model which presents effects of organic knowledge, of attitude toward organic food, of subjective norm, and of purchase behavioral control toward purchase intention of organic food. Data collection method of this research is questionnaire, which was arranged through an exploration study. The sample of this research were housewives as the end consumers of organic food from Yogyakarta, Jakarta and Surabaya-Indonesia. The data was analyzed using Structural Equation Modelling (SEM). The result of this research proves that organic knowledge is a indirect predictor for purchase intention of organic food. Organic knowledge, subjective norm, attitude toward organic food, and purchase behavioral control give positive contribution for purchase intention of organic food. An extended model of theory planned behavior is thus proposed by this research to include consumer knowledge in addition to behavioral intentions as the main motivating factors in purchasing organic food.
Faculty of Economic, Universitas Negeri Yogyakarta, Indonesia
