Journal of Business and Management

Journal of Business and Management

ISSN: 2291-1995 (Print)    ISSN: 2291-2002 (Online)

Volume 4 (2015), No. 1, Pages 44-58

DOI: 10.12735/jbm.v4i1p44

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Analysis of Consumer Behavior of Organic Food in North Sumatra Province, Indonesia

Ihsan Effendi1  Paham Ginting2  Arlina Nurbaity Lubis2  Khaira Amalia Fachruddin2 

1Faculty of Economics, Medan Area University, Medan, North Sumatra, Republic of Indonesia
2Faculty of Economics and Business, University of North Sumatra, Medan, Indonesia

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To Cite this Article     Article Views: 1320     Downloads: 746  Since deposited on 2015-03-28


This research is driven by lack of knowledge of the marketers about organic consumers and to understand the motivations behind organic purchases. This study explores the effects ofvariables of organic food knowledge, environmental knowledge, health knowledge, culture, product attribute, subjective norms, and familiarity on organic attitudes, purchase intentions and behavior. This research is conducted by using a sample consisting of 270 respondents that were taken at several organic markets. The results indicate that organic food knowledge, health knowledge and subjective norm variables were able to explain organic food purchases, while the cultural and the food attributes have no effect on attitudes. Theory of Reasoned Action (TRA) was able to provide a framework for studying the behavior of consumer attitudes towards organic food. Practical implications of this study should focus on knowledge of organic food, and health knowledge.

JEL Classifications: D12, M310

Keywords: consumer behavior, knowledge, organic food, organic consumer

To Cite this Article: Effendi, I., Ginting, P., Lubis, A. N., & Fachruddin, K. A. (2015). Analysis of consumer behavior of organic food in North Sumatra Province, Indonesia. Journal of Business and Management, 4(1), 44-58.

Copyright © Ihsan Effendi et al.

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This article is published under license to Science and Education Centre of North America. This is an Open Access article distributed under the terms of the Creative Commons Attribution 4.0 International License.

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Analysis of Consumer Behavior of Organic Food in North Sumatra Province, Indonesia