INFLUENCE OF HEALTHY AWARENESS, ORGANIC KNOWLEDGE, SAFETY CONSUMPTION, ATTITUDE TO THE PURCHASE OF ORGANIC PRODUCTS

Consumer awareness of organic rice products is low, whereas most consumers who shop at retail have adequate income. Demand for rice shows growth but not yet maximal in the consumption of organic rice. Therefore, consumer awareness of health need to be promoted, especially the consumption of healthy foods such as organic food. Knowledge of organic products is less known to consumers. Therefore, needs to be introduced to the public to consume organic products. Consumer attitudes toward organic products need to be re-examined. If the consumer has a positive attitude then affects the intention of buying organic products. The objective of the study was to examine influences of health awareness, organic knowledge, safety, and attitudes toward the intention of purchasing organic rice. Specifically, attitude plays as intervening variable. Survey method was applied to collect data and resulted in 164 respondents. Data then was analyzed through the structural equation modeling. The results showed that consumer knowledge, awareness of health benefits affect the positive attitude of consumers.

1.  UEU-Article-13173-5_0115.Image.Marked.pdf - 633 KB

• PREDICTING THE INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON INTENTION TO BUY ORGANIC PRODUCT: AN EMPIRICAL STUDY