Kesadaran Kesehatan, Kepedulian terhadap Keamanan Pangan, Nilai yang Dirasakan, dan Niat Pembelian Konsumen terhadap Makanan Organik

Audrey Carissa Chandra; Petra Julianto; Moses Soediro; Ivana Grasielda

doi:10.30640/ekonomika45.v13i1.5574

Authors

Audrey Carissa Chandra Universitas Ciputra Surabaya
Petra Julianto Universitas Ciputra Surabaya
Moses Soediro Universitas Ciputra Surabaya
Ivana Grasielda Universitas Ciputra Surabaya

DOI:

https://doi.org/10.30640/ekonomika45.v13i1.5574

Keywords:

Consumer Purchase Intention, Food Safety Concern, Health Consciousness, Organic Food, Perceived Value

Abstract

The study analyze the correlation between health consciousness, food safety concern, perceived value, and consumers' purchase intentions towards organic food. According to Sustainable Development Goals (SDGs) 3 and 6, health consciousness has gained importance. emphasizing individual well-being and safe food access. Organic food is seen as a healthier, safer, and environmentally friendly option compared to conventional food, leading to increased interest among consumers, particularly post-COVID-19. This study seeks to explore how these factors have the connection of the decision to purchase organic food. A quantitative method is adopted in this study to explore the impact of individuals' health consciousness, perceptions of food safety, and value judgment on their intention to buy organic products. A descriptive quantitative approach will be used, with data to be collected by an online questionnaire distributed to 180 consumers in Surabaya aged 17-60 who had purchased organic food at least twice using a non-probability purposive sampling. Findings from past researchers suggest that consumers with heightened health awareness and food safety concerns are more inclined to buy organic food, as they perceive it as safer and more beneficial to their health. Moreover, perceived value encompassing elements such as cost and product quality has a notable influence on consumer buying decisions. These findings offer meaningful implications for both businesses and policymakers in improving the market position of organic food.

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