Environmental Concern and Young Consumer Purchase Intention of Organic Food Lusianus Kusdibyo (1)(b), Adila Sosianika (1)(a*), Rivan Sutrisno (1)(c)
1)Department of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia
a)Corresponding author: *adila.sosianika[at]polban.ac.id
b)lusianus.kusdibyo[at]polban.ac.id
c)rivan.sutrisno[at]polban.ac.id
Abstract
The aim of this study is to understand young customer purchase intention of organic food using theory of reasoned action and environmental concern. A quantitative method was used to test the hypothesis using partial least square structural equal model (PLS-SEM) approach with 440 valid data. The result indicates that environmental concern has substantial impact on young consumer purchase intention of organic food as well as on subjective norm and attitude toward organic food purchases. Subjective norm and attitude significantly impact organic food purchase intention. Theoretically, this study extends our understanding the role of environmental concern as pivotal factor in determining purchase intention and its integration with reasoned action theory. Practically, this study suggests to marketers to use environmental concern components in promoting their business to achieve sustainable consumption.
