CONCEPTUAL GREEN DEVELOPMENT IN ORGANIC PRODUCT: A CONSUMER BEHAVIOR APPROACH

Authors

  • Diana Lutfiana Universitas Mercu Buana, Jakarta
  • Nur Endah Retno Wuryandari Universitas Mercu Buana, Jakarta

DOI:

https://doi.org/10.31933/dijms.v1i5.296

Keywords:

Intention to Purchase, Attitude, Perceived Value, Attribute

Abstract

The Indonesian Organic Agriculture Statistics (SPOI) recorded the number of consumer demand for organic products increased 54 percent compared to the previous year. For more detailed, other data shows 18 percent of customers in Southeast Asia are willing to pay more to buy organic products. The purpose of this study is to predict consumer behavior and investigate in purchase intention organic product which became a trend as well as an attractive business opportunity in the future. This research using the shopping at hypermarkets which is located in jakarta. The research objects have attitude, perceived value, and attribute as  factors affecting them to buy organic. The result each factor is positive and significant influence towards Intention to Purchase the green product. The Coefficients table in this research showed the value of attribute as the highest score of consumer behavior in purchase the green product  Green action can implement a new trend of lifestyle in consumption organic food in Indonesia. Those all need involvement in marketing activities and will become conceptual strategic for green products that examined in this research.

References

Arminda doPaço, Chris Shiel, Helena Alves, A New Model for Testing Green Consumer Behaviour, (2018), doi: 10.1016/j.jclepro. Journal of Cleaner Production 2018.10.105 Borin & Krishnan, C.D. [n.d.] Consumer Effect on Environmental Effect in Product Labelling Norm.
Scialabba. [2005]. Organic Agriculture, Poverty Reduction, and the Millennium Development Goals. ADB Institute Discussion Paper No. 54
Kuo-Chien Changa, Chia-Lin Hsub, & et,al. [2019]. How green marketing, perceived motives and incentives in?uence behavioral intentions
Jyoti Ranaa, & Justin Paulb. [2017]. Consumer behavior and purchase intention for organic food: A review and research agenda Budi Setiawan. [2015]. Teknik Praktis Analisis Data Penelitian Sosial & Bisnis dengan SPSS. Andi Yogyakarta.
From https://www.beritasatu.com/kesehatan/574517/permintaan-produk-organik-meningkat-54.
From https://www.beritasatu.com/gaya-hidup/518612/farm-to-table-2018-sajikan-buah-dan-sayur-organik-terbaik-di-indonesia).
From https://aoi.ngo/web/tren-konsumsi-dan-gaya-hidup-organik-di-indonesia/.
Madhu Singh. & Vinoo Johnson Massey. [2019]. A Study on Green Products and Customer Satisfaction towards Green Products with Reference to Environmental Protection. ISSN: 0374-8588 Volume 21 Issue 11, November 2019
Euis Dasipah, Haris Budiyono, & Meilan Julaeni. [n.d.]. Analisis Perilaku Konsumen Dalam Pembelian Produk Sayuran di Pasar Modern Kota Bekasi.
Xuhui Wang, Frida Pacho, Jia Liu, & Redempta Kajungiro. [2019]. Factors In?uencing Organic Food Purchase Intention in Developing Countries and the Moderating Role of Knowledge.
Isabelle Cristina Galindo Curvelo, Eluiza Alberto de Morais Watanabe & Solange Alfinit. [2019]. Purchase intention of organic food under the influence of attributes, consumer trust and perceived value.
From https://investor.id/lifestyle/tren-konsumsi-dan-gaya-hidup-organik-di-indonesia-makin-meningkat.
Mohd Rizaimy Shaharudin, & Shamsul Jamil Elias. [2010]. Purchase Intention Organic Food; Perceive Value Overview
Gabriela O. Chiciudean, & et.al. [2019]. Organic Food Consumers and Purchase Intention: A Case Study in Romania
U Farid Hamid. [n.d.]. Media dan Konstruksi Realitas.
Aiyun Xiao, Shaohua Yang, & Qaisar Iqbal. [2018]. FactorsAffectingPurchaseIntentionsinGenerationY: An Empirical Evidence from Fast Food Industry in Malaysia
Mahnaz Tabassum, & Wilson Ozuem. [2019]. New Product Development and Consumer Purchase Intentions: A literature review.
Chen, & Chang. [2012]. Enhance Green Purchase Intention The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust,. Management Decision Vol. 50 No. 3, 2012.
Elly Yuliawati, Rangga Kusuma Nagara, & et.al. [n.d.]. Self-Image Development and Images of Kalibaru Cilincing Area as One of North Jakarta Tour Destination Through Instagram Social Media.

Downloads

Published

2020-05-14

How to Cite

Lutfiana, D., & Nur Endah Retno Wuryandari. (2020). CONCEPTUAL GREEN DEVELOPMENT IN ORGANIC PRODUCT: A CONSUMER BEHAVIOR APPROACH. Dinasti International Journal of Management Science, 1(5), 740–749. https://doi.org/10.31933/dijms.v1i5.296