Final Thesis Draft Jerni

THE FACTORS INFLUENCE ON CONSUMERS
PURCHASE INTENTION AND PURCHASE

DECISIONS OF ORGANIC FOOD IN INDONESIA
UNDERGRADUATED THESIS
Submitted as one of the requirements to obtain
Sarjana Manajemen
By
Jerni Sari Septiani
014201900048
FACULTY OF BUSINESS
MANAGEMENT STUDY PROGRAM
CIKARANG
MARCH 2023
PANEL OF EXAMINERS
APPROVAL SHEET
The Panel of Examiners declare that the thesis entitled THE FACTORS
INFLUENCE ON CONSUMERS PURCHASE INTENTION AND
PURCHASE DECISIONS OF ORGANIC FOOD IN INDONESIA
that was submitted by Jerni Sari Septiani majoring in Management from
the School of Business was assessed and approved to have passed the
Oral Examinations on 7th March 2023.
i
STATEMENT OF ORIGINALITY
In my capacity as an active student of President University and as the

author of the undergraduate thesis/final project/business plan stated
below:
Name : Jerni Sari Septiani

Student ID number : 014201900048
Study Program : Management – International Business
Faculty : Business
I hereby declare that my undergraduate thesis/final project/business

plan entitled
“THE FACTORS INFLUENCE ON CONSUMERS PURCHASE
INTENTION AND PURCHASE DECISIONS OF ORGANIC FOOD IN
INDONESIA" to the best of my knowledge and belief, an original piece of work
based on sound academic principles. If there is any plagiarism, including but not
limited to Artificial Intelligence plagiarism. Is detected in this undergraduate
thesis/final project/business plan, I am willing to be personally responsible for the
consequences of these acts of plagiarism, and will accept the sanctions against these
acts in accordance with the rules and policies of President University.
I also declare that this work, either in whole or in part, has not been submitted to
another university to obtain a degree.
Cikarang, 24 February 2023
Jerni Sari Septiani
ii
SCIENTIFIC PUBLICATION APPROVAL FOR ACADEMIC
INTEREST
As a student of the President University, I, the undersigned:
Name : Jerni Sari Septiani
Study program : Management

For the purpose of development of science and technology, certify, and
approve to give President University a non-exclusive royalty-free right
upon my final report with the title:
THE FACTORS INFLUENCE ON CONSUMERS PURCHASE

INTENTION AND PURCHASE DECISIONS OF ORGANIC
FOOD IN INDONESIA.
With this non-exclusive royalty-free right, President University is
entitled to converse, to convert, to manage in a database, to maintain,
and to publish my final report. There are to be done with the obligation
from President University to mention my name as the copyright owner
of my final report.
This statement I made in truth.

Jerni Sari Septiani
iii
CONSENT FOR INTELLECTUAL PROPERTY RIGHT
THE FACTORS INFLUENCE ON CONSUMERS
Title of Thesis PURCHASE INTENTION AND PURCHASE

DECISIONS OF ORGANIC FOOD IN
INDONESIA
1. The Author hereby assigns to President University the copyright to the

contribution named above whereby the university shall have the exclusive
right to publish the contribution and translations of it wholly or in part
throughout the world during the full term of copyright including renewals and
extensions and all subsidiary rights.
2. The Author retains the right to re-publish the preprint version of the
contribution without charge and subject only to notifying the University of
the intent to do so and to ensuring that the publication by the University is
properly credited and that the relevant copyright notice is repeated verbatim.
3. The Author retains moral and all proprietary rights other than copyright, such
as patent and trademark rights to any process or procedure described in the
contribution.
4. The Author guarantees that the contribution is original, has not been
published previously, is not under consideration of publication elsewhere and
that any necessary permission to quote or reproduce illustrations from another
source has been obtained (a copy of any such permission should be sent with
this form).
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5. The Author guarantees that the contribution contains no violation of any
existing copyright or other third – party right or material of an obscene,
indecent, libellous or otherwise unlawful nature and will indemnify the
University against all claims arising from any breach of this warranty.
6. The Author declares that any named person as co – author of the

contribution is aware of this agreement and has also agreed to the above
warranties.
Name: Jerni Sari Septiani

Date: 24 February 2023
Signature:
v
ADVISOR’S APPROVAL FOR PUBLICATION
As a lecturer of the President University, I, the undersigned:
Advisor’s Name : Filda Rahmiati, BBA., MBA

NIDN : 20120800353
Study program : Management
Faculty : Faculty of Business
declare that following thesis :
Title of undergraduate thesis : THE FACTORS INFLUENCE ON

CONSUMERS PURCHASE INTENTION
AND PURCHASE DECISIONS OF
ORGANIC FOOD IN INDONESIA
Undergraduate Thesis author : Jerni Sari Septiani
will be published in journal.
(Filda Rahmiati, BBA., MBA)
vi
PLAGIARISM RESULT/TURNITIN
vii
GPTZERO RESULT
viii
ABSTRACT
Organic products in Indonesia represent 0.03% of global demand. Health problems

are one of the causes increasing consumer awareness in the world to maintain health
and reduce environmental impact. The organic market is growing, but obstacles
awareness still prevents it. The purpose of this research is to examine the influence
of health consciousness, perceived quality, and environmental awareness of organic
food in Indonesia. A quantitative method was used and the data acquired through
Google form. The research design method by conducting online questionnaires. The
questionnaires were distributed online for who have intention to purchase organic
food in Indonesia. The total respondents in this research are 180. The data analysis
design that used in this research is Partial Least Square-based Structural Equation
Modelling (PLS-SEM) using Smart-PLS, starting from the measurement of outer
model, inner model, and hypothesis testing. This study has 7 hypotheses and the
results showed that health consciousness, perceived quality, directly influencing
purchase decision and indirectly mediated by purchase intention. However,
environmental awareness has no direct and indirect influence on consumer purchase
decision of organic food in Indonesia.
Keywords: Organic Food, Environmental Awareness, Purchase Intention,

Consumers Perception.
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ACKNOWLEDGEMENT
Praise the Lord, first the researcher is grateful for the grace given by Jesus Christ,
because of the opportunity to complete the Thesis entitled “THE FACTORS
PURCHASE DECISIONS OF ORGANIC FOOD IN INDONESIA". In order
to fulfill the preparation of this thesis that is part of the requirements for obtaining
a Bachelor of Science Management at President University. I'd like to express my
heartfelt thanks to President University as my college, both my parents, who always
support me through my ups and down, my lecturers, my boyfriends and all of my
friends. I would like to thank President University for giving me the opportunity to
achieve and obtain my bachelor degree. Therefore, the researcher would like to
express the deepest gratitude to:
1. Mrs. Filda Rahmiati, BBA., MBA., as my thesis advisor. Beside her hectic
schedule, she always response to my confusion while arrange my thesis. Her serious
scientific attitude, rigorous academic spirit, excellent work style, deeply infected
and inspired me. Thankyou deeply for the guidance, encouragement, and patience
given during the thesis process.
2. To my dearest parents, Mamah Papah, who always support me since I was born,
through my ups and downs. And my lil brothers, Manuel and Rido and also my lil
sister Liana thank you for the support, advice, and endless love you have given
throughout the process.
3. Mrs. Grace Amin S.Psi., M.Psi as my mental support, I can't describe with
beautiful words, I'm grateful to meet ma’am Grace.
4. To my boyfriend Jordan Tanzares who always sponsors consumption at

Starbucks and always patient when I am burned out.
x
5. To all my friend during my college life Vernas (Vani,Nathasya,Sophia) who
always been there by my side during my university life. Thank you for your help,
support, togetherness, and memories I will never forget.
6. Nency and Intan thank you for being together to get through this final semester
and for being an alarm when I was starting to get lazy to work on my thesis.
7. To all respondents of this research, deepest gratitude for the contribution,

willingness, and time, so that this thesis can be completed fluently.
Researcher,
Jerni Sari Septiani
xi
TABLE OF CONTENT
PANEL OF EXAMINERS APPROVAL SHEET ............................................ i
STATEMENT OF ORIGINALITY .................................................................. ii
SCIENTIFIC PUBLICATION APPROVAL FOR ACADEMIC INTEREST

........................................................................................................................... iii
CONSENT FOR INTELLECTUAL PROPERTY RIGHT ............................ iv
ADVISOR’S APPROVAL FOR PUBLICATION ........................................... vi
PLAGIARISM RESULT/TURNITIN ............................................................. vii
GPTZERO RESULT ...................................................................................... viii
ABSTRACT ...................................................................................................... ix
ACKNOWLEDGEMENT ................................................................................. x
TABLE OF CONTENT ................................................................................... xii
LIST OF TABLES .......................................................................................... xvi
LIST OF FIGURES ....................................................................................... xvii
CHAPTER 1 INTRODUCTION ....................................................................... 1
1.1 Background of Problem .............................................................................. 1
1.2 Problem Statement ..................................................................................... 8
1.2.1 Scope and Limitation ......................................................................... 10
1.3 Research Questions .................................................................................. 10
1.4 Outline of the Research ............................................................................ 10
CHAPTER II LITERATURE REVIEW ....................................................... 12
2.1 Review of Literature................................................................................. 12
2.1.1 Organic Food..................................................................................... 12
2.1.2 Purchase Decisions ............................................................................ 12
2.1.3 Purchase Intention ............................................................................. 13
xii
2.1.4 Health Consciousness ........................................................................ 14
2.1.5 Perceived Quality .............................................................................. 15
2.1.6 Environmental Awareness ................................................................. 16
2.2. Hypothesis Development ......................................................................... 17
2.2.1 The Influence of Health Consciousness on Purchase Intention of Organic

Food in Indonesia ....................................................................................... 17
2.2.2 The Influence of Perceived Quality on Purchase Intention of Organic

2.2.3 The Influence of Environmental Awareness on Purchase Intention of

Organic Food in Indonesia ......................................................................... 18
2.2.4 The Influence of Purchase Intention on Purchase Decisions of Organic

Food Indonesia ........................................................................................... 18
2.2.5 The influence of Purchase Intention Mediates Health Consciousness and

Purchase Decisions of Organic Food in Indonesia ...................................... 19
2.2.6 The Influence of Purchase Intention Mediates Perceived Quality and

Purchase Decisions of Organic Food in Indonesia ...................................... 19
2.2.7 The Influence of Purchase Intention Mediates Environmental Awareness

and Purchase Decisions of Organic Food in Indonesia ................................ 20
2.3 Theoretical Framework ............................................................................ 20
2.4 Previous Research .................................................................................... 21
2.5 Research Gap ........................................................................................... 24
CHAPTER III METHODOLGY ................................................................... 25
3.1 Research Design ....................................................................................... 25
3.1.1 Research Framework ......................................................................... 25
3.1.2 Variable Identification ....................................................................... 26
3.2 Sampling Plan .......................................................................................... 26
3.2.1 Population ......................................................................................... 27
xiii
3.2.2 Sampling Technique .......................................................................... 27
3.2.3 Sample Size ....................................................................................... 28
3.3 Operational Definition .............................................................................. 29
3.4 Data Collection Design............................................................................. 31
3.4.1 Questionnaire .................................................................................... 32
3.4.2 Data Source ....................................................................................... 32
3.5 Data Analysis Design ............................................................................... 32
3.5.1 Descriptive Analysis .......................................................................... 32
3.5.2 Partial Least Square-Structural Equation Model (PLS-SEM) ............. 33
3.5.3 Outer Model Measurement ................................................................ 33
3.5.4 Inner Model Measurement ................................................................. 35
3.5.5 Hypothesis Testing ................................................................................ 36
CHAPTER IV ANALYSIS AND DISCUSSION OF FINDINGS ................. 38
4.1 Filtering Questions ................................................................................... 38
4.2 Respondents Data ..................................................................................... 38
4.3 Descriptive Analysis ................................................................................ 42
4.4. Data Analysis .......................................................................................... 43
4.4.1 Outer Model Measurement ................................................................ 43
4.4.2 Inner Model Measurement ................................................................. 51
4.4.3 Hypothesis ......................................................................................... 54
4.5 Discussion of Findings ............................................................................. 56


4.5.3 The Influencing of Environmental Awareness on Purchase Intention of

Organic Food in Indonesia ......................................................................... 58
xiv
4.5.4 The Influence of Purchase Intention on Purchase Decision of Organic
4.5.5 Purchase Intention Mediates the Relationship between Health

Consciousness and Purchase Decisions of Organic Food in Indonesia ........ 59
4.5.6 Purchase Intention Mediates the Relationship between Perceived Quality

and Purchase Decisions of Organic Food in Indonesia ................................ 59
4.5.7 Purchase Intention Mediates the Relationship between Environmental

Awareness and Purchase Decisions of Organic Food in Indonesia .............. 60
CHAPTER V CONCLUSION AND RECOMMENDATION ....................... 61
5.1 Conclusion ............................................................................................... 61
5.2 Recommendation ..................................................................................... 61
5.2.1 For Government ................................................................................ 61
5.2.2 Future Research ................................................................................. 62
REFERENCES............................................................................................. 63
APPENDICIES ................................................................................................ 74
APPENDIX 1 QUESTIONNAIRE – BAHASA & ENGLISH VERSION ...... 74
APPENDIX 2 PLS ANALYSIS RESULT .................................................... 84
APPENDIX 3 QUESTIONNAIRE RESPONSES .......................................... 87
xv
LIST OF TABLES
Table 2. 1 Previous Research 21

Table 3. 1 Operational Definition ....................................................................... 29
Table 3. 2 Likert Scale ....................................................................................... 32
Table 3. 3 R2 Value Rule of Thumb ................................................................... 36
Table 4. 1 Filtering First Question for Respondent know Organic Food ............. 38
Table 4. 2 Filtering Second Question for Respondent Desire to Buy Organic Food
.......................................................................................................................... 38
Table 4. 3 Respondent Data Based on gender ..................................................... 39
Table 4. 4 Respondent Data Based on Age ......................................................... 39
Table 4. 5 Respondent Data Based on Origin ..................................................... 40
Table 4. 6 Respondent Data Based on Monthly Income...................................... 40
Table 4. 7 Respondent Data Based on Level of Education .................................. 41
Table 4. 8 Respondent Data Based on Occupation.............................................. 41
Table 4. 9 Descriptive Analysis .......................................................................... 42
Table 4. 10 Outer Loading Result (before removal) ............................................ 44
Table 4. 11 Outer Loading Result (after removal) .............................................. 45
Table 4. 12 Average Variance Extracted (AVE) Value ....................................... 47
Table 4. 13 Cross Loading Factors ..................................................................... 48
Table 4. 14 Variance Inflation Factor (VIF) ....................................................... 49
Table 4. 15 Fornell – Larcker Criterion .............................................................. 50
Table 4. 16 Reliability ........................................................................................ 50
Table 4. 17 Path Coefficient (Direct Effects) ...................................................... 52
Table 4. 18 Path Coefficient (Indirect Effects) ................................................... 53
Table 4. 19 R-square .......................................................................................... 54
xvi
LIST OF FIGURES
Figure 1. 1 Distribution of 2019 National Poisoning Case Reports ....................... 2

Figure 1. 2 Organic Food Market Share ............................................................... 3
Figure 1. 3 The five countries with the most organic food in year 2018 ................ 4
Figure 1. 4 Organic Market in Indonesia .............................................................. 5
Figure 2. 1 Theoretical Framework .................................................................... 21
Figure 3. 1 Research Design............................................................................... 25
Figure 4. 1 Conceptual Model ............................................................................ 44
Figure 4. 2 Outer Model Result .......................................................................... 46
Figure 4. 3 Inner Model Measurement ............................................................... 51
xvii
CHAPTER 1
INTRODUCTION
1.1 Background of Problem

The business world pays greater attention to the problem of sustainability every
year (Curvelo et al., 2019). Programs, projects, and actions that preserve a
specific are viewed to as "sustainability" and relate to the four distinct sectors of
human, social, economic, and environmental well-being (FutureLearn, 2017).
Health, nutritional, environmental, and other variables are all considered when
addressing sustainability. A future in which this expanding population has access
to sufficient food and high-quality, healthy foods is a desirable outcome when
considering sustainable food development (Health, 2023). According to Reforms et
al., 2013 the use of the term "sustainability" to describe these types of actions has
caused a lot of confusion, especially because it has led people to view sustainability
as a constraint rather than a requirement for the proper operation of the healthcare
system.
The widespread use of chemical fertilizers and pesticides in conventional farming

has been extensively criticized for accelerating soil erosion and water pollution as
well as biodiversity loss (Varanasi, 2019). Sales of pesticides worldwide have
increased recently, on average by 4% annually (Rueter, 2022). The four biggest
manufacturers' combined sales of pesticides in 2020 will total €31 billion ($35
billion): Syngenta, Bayer, BASF, and Corteva. Furthermore, according to the
WHO, pesticide poisoning in conventional farming kills 300,000 people annually,
most of whom live in low- and middle-income nations including Indonesia (Minaka
et al., 2016). According to (Spangler et al., 2012) this is because conventional
produce has a 30% greater possibility for contamination with pesticides than
organic produce.
1
Figure 1. 1 Distribution of 2019 National Poisoning Case Reports
Source: BPOM (2019)
Even though the chemicals in pesticides have been shown to have negative effects,
but it is still believed that pesticides could improve and advance farmland.
According to figure 1.1 pesticides used in homes account for most instances of
pesticide poisoning (178 cases), followed by agricultural pesticides (147 cases).
Consuming organic food is one of the solutions. Foods that are cultivated without
the application of chemical pesticides can be called organic foods (Singh & Verma,
2017). Organic foods are perceived as environmentally safe, as chemical pesticides
and fertilizers are not used in their production. They also are not grown from
genetically modified organisms. Furthermore, organic foods are not processed
using irradiation, industrial solvents, or synthetic food additives (Paul & Rana,
2012). Thus, these foods are considered environmentally safe, as they are produced
using ecologically sound methods. Preference for organic food is indicative of a
broader concern for sustainability on the part of consumers (Azzurra et al., 2019).
The worldwide organic food industry is anticipated to be worth roughly USD 497.3
billion by 2030, increasing of 12.06% from 2022 to 2030 (PrecedenceResearch,
2022) see Figure 1.2.
2
Figure 1. 2 Organic Food Market Share
Source : PrecedenceResearch (2022)
Furthermore, sales data for global organic food 2020 show that it will reach $50.1
billion, up 4.6% with a 2% annual growth rate (Organic Trade Association, 2020).
In terms of producing food, organic farming is largely seen as being far more
environmentally friendly. The increased variety of plants and absence of pesticides
improve biodiversity, improve soil quality, and lessen run-off pollution from
fertilizer or pesticides (Varanasi, 2019).
3
Figure 1. 3 The five countries with the most organic food in year 2018
Source: Statistik Pertanian Organik Indonesia (2019)
According to figure 1.3, Research Institute of Organic Agriculture (FiBL) survey

2018 there are approximately 2.8 million organic producers worldwide. According
to the data obtained, the country with the most organic producers is India with 1.1
million producers, followed by Uganda with two hundred and ten thousand
producers and Ethiopia with two hundred and three thousand (Willer et al., 2020).
A healthy lifestyle by consuming organic products has become a trend in
Indonesians. Indonesia has fourth-most organic agriculture in Asia.
4
Figure 1. 4 Organic Market in Indonesia
Source: OrganicTradeAssociation (2023)
Based on figure 1.4 Organic products in Indonesia represent 0.03% of global

demand, with a per capita expenditure of US$0.06 in 2021, reaching USD 16.2
million in 2021. The market for organic products in Indonesia is still developing,
even though with low organic market size ratings, single-digit growth forecasts, and
minimal per capita spending. This is because only a small number of categories
account for most sales of packaged organic food and beverages. Only a few
categories of packaged food and beverage sales in Indonesia are organic
(OrganicTradeAssociation, 2023). Fruit and vegetables make up 93.34% of all
organic food consumed in Indonesia, with milk and dairy products coming in at
49.33%, poultry and eggs at 41.32%, grains and cereals at 38.27%, meat at 33.8%,
spices at 29.19%, snacks at 24.24%, non-alcoholic drinks at 24.24%, and other
items at 2.34%. (Willer et al., 2020) Hence, the first step in the healthy living
campaign is to start eating organic foods like vegetables and rice. Indonesia
manufacturing organic food might be lucrative (OrganicTradeAssociation, 2023).
Thus, Makmun, Secretary of the Directorate General of Livestock and Animal
Health (Ditjen PKH) of the Ministry of Agriculture, estimated that organic goods
had a large global market. Thus, Indonesia must strive to produce agricultural
goods, notably organic livestock, that meet Sustainable Development Goals 2030
number 12. (Responsible Consumption and Production). Unfortunately, most
5
impoverished countries, it is also quite difficult to find a store that sells organic
food. Organic food is still less popular in Indonesia than conventional food
(Humaira & Hudrasyah, 2016).
Currently, one of the causes increasing consumer awareness in the world in an effort
to maintain health is health problems (Effendi et al., 2015). Several illnesses are
brought on by the widespread consumption of unhealthy food. Most people are now
starting to live a healthy lifestyle because they do not want to get sick. A healthy
lifestyle includes a healthy diet. In order to maintain their health, people typically
eat fruits and vegetables, but these days, they also often contain a lot of chemicals
from pesticide and chemical fertilizer residues, which are bad for our health and
can also pollute the environment (Setiawati et al., 2018). According to BPOM, it
accepts at least 13,824 complaints, or 46.90% of all complaints, from the relevant
community regarding the presence of food containing dangerous substances
(Cahyarani, 2018). Short supply in many established and developing economies
since organic cultivation is not practical in every place (PrecedenceResearch,
2022). Consumers are becoming increasingly aware of and paying attention to
environmental condition such as the use of pesticides used in food production.
Other hand organic food is a product that has good quality and health for the body
because process without the use of chemicals or pesticides and free of GMO
(Genetically Modified Organism) compared to conventional food (Hansmann et al.,
2020).
Due to numerous food safety trouble, environmental concerns, a public crisis, and
changes in people's perspectives on life, consumption of organic foods has
significantly increased (Prentice et al., 2019; Teng & Lu, 2016). Grimmer & Miles,
2017; Mishal et al., 2017 suggested that consumers' purchase intentions for green
products may be influenced by their knowledge and perceptions of environmental
issues. Additionally, consumer purchasing power and consumer knowledge are
gradually rising in emerging markets (such as China). In Indonesia, consumers are
starts trying and getting used to with organic food (Manuela et al., 2013), which has
lower environmental effects and is alleged to be free of chemicals and pesticides.
The consumer who wants to purchase organic food should consider the place of
6
purchase, the product’s quality, the quantity being purchased, the time to purchase,
and the amount of money that must be spent for the payment. This decision can be
influenced by marketers by providing information about their product or services
that can inform consumer evaluation process (Hanaysha, 2018).
Furthermore, organic food producers should think about informing their customers
about the environmental and health benefits of eating organic food in order to foster
a more favourable attitude towards it and increase sales of it (Bai et al., 2019).
In contrast to consumers in evolve economies, those in emerging markets tend to
give product quality and health consciousness a consideration when making
purchases decision. Acknowledging how consumers behaviour in relation the
consumption organic food will help researchers and business managers construct
decisions and policies as the market for organic food expands quickly (Kriwy &
Mecking, 2012).
Product perception has significance influence for purchasing decisions and is
thought to influence consumers' intentions to purchase and consume specific food
products (Wojciechowska-Solis & Barska, 2021). Further, making a purchase
decision is a process that the buyer undertakes in order to fulfil their needs and
increase their level of satisfaction (Utami and Genoveva, 2020). Before making a
purchase, a consumer must decide about several factors, one of which is whether
they are willing to satisfy a need. Purchasing decisions are a step in the process until
the consumer actually makes a purchase that may result future contribution called
purchase intention (Maslim & Pasaribu, 2021). This theory believed that consumer
purchase decisions have a positive impact on purchase intentions.
This research will be of great importance to researchers in several ways (Parashar

et al., 2023). First, because organic consumers are environmentally conscious, it is
important to comprehend their purchasing motivations, preferences, and attitudes.
Second, as pollution-related issues have gotten worse recently, consumers'
purchasing habits have also changed (Sadiq et al., 2021). Third, upcoming
marketers and decision-makers need to pay attention to the call for analysis of
factors that affect the intention to purchase organic food and ultimately lead to an
actual purchase (Wee et al., 2014).
7
As a result, the purpose of this research is to examine the impact health
consciousness, perceived quality, and environmental awareness on purchase
intention towards purchase decisions of organic food in Indonesia. The independent
variables are health consciousness, perceived quality, environmental awareness, for
intervening variable is purchase intention, and the dependent variable is purchase
decisions.
The title of the study “The Factors Influence on Consumers Purchase Intention
and Purchase Decisions of Organic Food in Indonesia”
1.2 Problem Statement

Trend of living a healthy lifestyle is now being raised. Awareness of the importance
of style healthy living with the consumption of organic food is becoming a trend
(Cahyarani, 2018). Regarding some earlier research that examines the influence of
healthy lifestyle purchase intention with research findings that indicate a correlation
between a healthy lifestyle and intention to purchase organic food.
Although this growing preference for organic food and its association with a healthy
lifestyle is more prevalent in metropolitan areas than in rural or semi-urban areas,
this movement in lifestyle preferences cannot be overlooked. The development of
organic food consumption in Indonesia is still very limited, from the differences in
production and consumption levels, high spending and low consumption are signs
of the problem of affordability in the provinces with the lowest consumption
(Ridwan, 2017).
Health consciousness is major concerns in the food industry. Although the

consumers already a high level of consumer awareness of the health benefits of
eating organic food, in practice there is inconsistency between purchase intention
and purchase decisions (Zainal, 2020). Additionally, Agricultural workers and
smallholder farmers in the Global South are particularly affected by pesticide
poisoning. According to research, there are around 256 million acute pesticide
poisonings in Asia. Acute pesticide poisoning affects 385 million people who work
in agriculture each year (Gero, 2022). In addition, pesticides can have a variety of
negative effects on the health of those who consume, from less serious allergies,
rashes, breathing problems, neurotoxicity, and reproductive abnormalities to deadly
8
chronic diseases like cancer. Whatever, based on study (Jonathan & Tjokrosaputro,
2022) conducted in Indonesia, it can be concluded that health consciousness has a
significant impact on the intention to purchase organic food.
The infancy period in organic farming methods is still growing. According to

(Suharjo et al., 2016) customers' intention to purchase is related with the general
perception of green products; this is caused by the false assumption that although
organic products are more expensive but they are not necessarily of higher quality
than conventional ones. On the other hand, consumers have grown accustomed to
conventional agriculture for decades. Additionally, (Spangler et al., 2012) prove
that eating organic food has no discernible health advantages over conventional
food. Investigating how perceived quality affects perceived value and consumers'
purchase intent for organic food products is therefore advantageous.
The step in creating demand for organic food products is consumers' intention to
purchase organic foods. In accordance to (Humaira & Hudrasyah, 2016) the organic
market is typically regarded as one of the fastest expanding segments of the food
industry. Although prices can differ, consumers will buying organic food can cost
as much or more as buying conventional food (Spangler et al., 2012).
On the other hand, consumers' concern for environmental issues is a global issue
that constantly influences their lifestyle to become more environmental
consciousness (Suki, 2013). Further, consumer environmental sustainability in
buying organic food purchase decision is still low (Suharjo et al., 2016). The
majority of farmers (72%) were understanding the risks associated with using
pesticides on conventional food (Ardiwinata & Nursyamsi, 2012). Inappropriate
use of pesticides will be negative not only for health conditions but also for the
environment. This indicates that most people tend to ignore how their purchases
impact the environment. Customers who are concerned about environmental issues
and environmental preservation will try to lessen the environmental impact of their
actions. Because they believe organic food has a lower environmental impact than
conventional food, consumers who care about the environment will purchase more
organic food (Wang et al., 2020).
9
1.2.1 Scope and Limitation
In this study, the researcher will analyze independent variable (Health
Consciousness, Perceived Quality, Environmental Awareness), dependent variable
(Purchase Decision) and intervening variable (Consumer Intention). This research
will use quantitative research. The researcher took a sample of costumer that have
intention to organic food in Indonesia. Furthermore, respondents who do not fulfill
the requirement will be eliminated.
1.3 Research Questions

This study uses quantitative research with data collection tools in the form of
questionnaires. Which consists of 6 questions, there are:
1. Is there any influence of health consciousness on purchase intention
of organic food in Indonesia?
2. Is there any influence of perceived quality on purchase intention of
organic food in Indonesia?
3. Is there any influence of environmental awareness on purchase
intention of organic food in Indonesia?
4. Is there any influence of purchase intention on purchase decisions of
organic food in Indonesia?
5. Is there any influence of purchase intention mediated health
consciousness and purchase decisions of organic food in Indonesia?
6. Is there any influence of purchase intention mediated perceived
quality and purchase decisions of organic food in Indonesia?
7. Is there any influence of purchase intention mediated environmental
awareness and purchase decisions of organic food in Indonesia?
1.4 Outline of the Research

This study consists of into five chapters: introduction, literature review,
methodology, analysis and discussion of results, and last conclusion.
Firstly, chapter will explain the introduction, which will include the research
background of problem, problem statement, research questions, and the research
outline.
10
The theories, literature, and related previous studies related to researcher
variables that can support this research are the main points of this chapter. All
variables for this research will be focusing on analysing and solving the study issue
in this chapter.
The third chapter discusses research methodology, which includes research
design, sampling plan, operational definition, data gathering design, and last is data
analysis design.
This chapter will demonstrate the answer and more detailed information
generated by the data collected using SMART-PLS. The outcome will indicate to
the researcher whether the study objective was met.
Lastly, chapter five how researcher can conclude and summarized it. This
chapter will consist of implication policy and practices, and suggestions for future
research.
11
CHAPTER II
LITERATURE REVIEW
2.1 Review of Literature

In this chapter, the researcher will provide the theoretical background of all
variables used in the study as well as data collected from various resources such as
journals, books, and previous studies in order to gain concepts that will support this
study.
2.1.1 Organic Food

Organic food is produced by farmers that prioritize the use of restorative resources,
soil and water conservation, and improving environmental quality for future
generations (Somasundram et al., 2016). In order to develop a sustainable
agricultural system, organic food items do not include genetically modified
components (Basha et al., 2015). Actually, consumption organic food was a
representation of the ethical values (Rana & Paul, 2017). Various organic products
on the market include vegetables, fruit, rice and meat. Fresh fruits and vegetables
are critical to the organic sector because they are the first point of entry for many
customers and account for one-third of sales (Pearson et al., 2011).
2.1.2 Purchase Decisions
Customer purchasing decision is the stage of the buyer decision process in which
the customer decides whether or not to purchase the product (Kotler & Armstrong,
2014) consumers' actions in a willingness or unwillingness to purchase an item or
service are known as purchasing decisions (Kotler & Keller, 2006). A purchase
decision is the process by which a buyer meets their needs (Genoveva & Alamodi,
2022). The purchasing decision in this study is in the context of buying organic
food. People who believe in the health benefits, taste, and environmental protection
of organic food and want to improve their lifestyle may indeed be potential organic
food consumers. But food safety, human health, animal welfare, and environmental
concerns are regarded as the most important reasons to purchase organic foods,
12
along with sensory qualities like taste, freshness, and appearance (Doorn &
Verhoef, 2015; Shafie & Rennie, 2012). The organic food industry in Indonesia is
also growing. Awareness of better health has resulted in an increase in domestic
demand for organic food. Selling organic products has significant advantages for
both export sales and domestic consumers who are concerned about their health
(Manaloor et al., 2016). Other factors, such as the limited market availability,
satisfaction with conventional food, and the perception that the benefits of organic
food may not actually higher with conventional food, may deter consumers from
purchasing organic food (Rana & Paul, 2017).
The consumer decision-making process refers to the stages that customers go

through before making a final purchasing decision. (Hanaysha, 2018) (Rosmaniar
et al., 2021). As a result, the meaning of customer purchasing decision can be
simply defined as the process of individuals selecting their purchasing destination
from available alternatives in the market (Rahmiati et al., 2017).
According to (Coleman et al., 2011; Ha & Janda, 2012; Khare, 2015; Mostafa,
2006; Nekmahmud & Farkas, 2020) there are several indicator to purchase organic
foods such as:
1. Buy environmentally friendly products
2. Increase the purchase/use of green products
3. Buy green products even if they are more expensive
4. Recommend the green products
2.1.3 Purchase Intention

Consuming organic food is regarded as a new trend in lifestyle (Al-Taie et al.,
2015). Purchase Intention is a consumer's proclivity to buy a brand or take actions
related to purchases, as measured by the likelihood of a purchase (Genoveva et al.,
2022). However, green behaviour was positively impacted by the intention to make
green purchases (Genoveva & Syahrivar, 2020). (Paul & Rana, 2012) the relative
important of factors that influence the intention to buy organic food, including
health benefits, ecological awareness, availability, and freshness. It is
recommended to conduct research on the influences of different variables on
purchase intentions to make green purchases in developing Asian markets (Ali &
13
Ahmad, 2016). A study by (Shrestha & Baral, 2019) indicated that factors such as
taste, freshness, colour, and this perception of a high nutritional value had a
positively impacted on consumers' intentions to purchase organic foods in evolve
countries.
The indicator of purchase intention buying according to (Prakash et al., 2018) are
including :
1. Willing to buy is the highest price a customer is willing to buy for products and
services in a particular instance (Shaddix, 2021)
2. Make an effort is individual and collective to get a decent one. Assumed to belong
to a single natural kind in that their respective costs can be compared in the process
of decision making (Massin, 2017)
3. Intend to buy buying intent, also referred to as buyer and purchasing intent, refers
to the likelihood, level of willingness, and propensity of buyers to purchase a good
or service within a specific time (Smith, 2021).
2.1.4 Health Consciousness

Health consciousness is the consumer's perception of health, which encourages
caution in choosing foods and considers safety factors (Sisca et al., 2013). Health
consciousness is the psychological tendency that encourages people to make
healthy choices. One of the most crucial components in preventing the onset of
chronic diseases is the consumption of organic vegetables (Ferrao et al., 2018). In
order to maintain a healthy diet, consumers are now more conscious of the benefits
of organic food. Consumers' intentions to purchase organic foods were positively
impacted by factors like taste and the perception of a high nutritional value,
according to factors that influence how consumers behave when making purchases
of organic food products (Pércsi & Fogarassy, 2019). Consumers are paying more
attention to the naturalness of the food as they become more health conscious
(Soylemez, 2021).
Thus, as for the indicator in measuring health consciousness that will be used in this
research according to the theory of (Kutnohorská & Tomšík, 2013) as follows:
1. Reflect about health
2. Self-conscious about health
14
3. Alert to change
4. Aware of health
5. Responsibility of health
6. Aware of the state
2.1.5 Perceived Quality

Perceived quality relates to a customer's perception of the overall quality or
excellence of a product or service in comparison to their expectations (Sivaram et
al., 2019). Normally a consumer will consider the product's quality or overall value
before making a purchase (Diantari & Jokhu, 2021). Perceived quality also provides
value to consumers by giving them a reason to purchase it. Taking into account that
consumers differ substantially in their awareness of store brands' quality and
perceived quality this product affects their perceived value (Rubio et al., 2014). In
addition, empirical research argues that perceived food health as a quality attribute
is considered important for customer satisfaction and perceived value (Kim et al.,
2013). According to (Shrestha & Baral, 2019) the flavour, freshness, colour, and
perceived high nutritional value of fruits and vegetables influence consumers'
preferences for organic food in developing countries. Furthermore, customers of
organic foods in South Africa think that these foods taste better than those produced
using conventional farming methods and that they are high-quality, safe, and
environmentally friendly (Wekeza & Sibanda, 2019).
In accordance to (Konuk, 2019), the indicator of perceived quality are divided into
four namely:
1. Visual attractiveness is refers to a wide range of factors, including colour,
shape, texture, gloss, size, and variation (Paakki et al., 2019)
2. Healthiness is a crucial factor in describing why individuals choose the
foods they do. Evaluations are important precursors of food choices as
health beliefs guide a large portion of our food intake (Foroni et al., 2022)
3. Tastiness is the sensory qualities of the product
4. Freshness is a quality that is most frequently connected to unprocessed or
natural goods. one that is crucial and has an impact on the general quality
and acceptability of a food
15
2.1.6 Environmental Awareness
The impacts of changes in people's lifestyles that have paid attention to
environmental sustainability. Numerous studies on consumer environmental
awareness has a significant impact on consumers' decisions to buy and consume
organic food (Laureti & Benedetti, 2018). Environmental awareness is a form of
individual thinking that nature should be protected in order to preserve and improve
the quality of human life (Ham et al., 2016).
(Aman et al., 2012; Debora Indriani et al., 2019) as consumers become more
environmentally conscious, their willingness to purchase organic food will increase.
Organic food may be purchased by environmentally conscious consumers (Konuk,
2018). Few studies have shown that consumer attitudes toward environmentally
friendly are positively impacted by environmental awareness, which in turn affects
their willingness to buy (Liu & Zheng, 2019). Recent studies have conducted the
impact of environmental awareness on willingness to purchase organic food
(Cheung & To, 2019; Konuk, 2018; Wang, Pham, et al., 2020).
Because according to (Guilabert & Wood, 2012) consumers value and are
motivated to purchase organic food by factors related to their health and safety,
including fewer pesticides and chemicals, and naturally produced. Few studies have
shown that consumer attitudes towards environmentally friendly are positively
impacted by environmental awareness, which in turn affects their willingness to
buy (Huang et al., 2017). More specifically, it has been assumed that environmental
consciousness significantly influences consumers' intentions to buy a variety of
organic foods. Therefore, the theory of (Liu & Zheng, 2019) stated people usually
regard environmental awareness as a strong motivation for purchase. In addition,
based on (Slamet et al., 2016) environmental awareness has four indicator such as:
1. Low carbon emissions are a key greenhouse gas that drives global climate
change. air pollution and greenhouse gases are often released from the same
sources, cutting greenhouse gas emissions to slow climate change also
reduces air pollutants, such as fine particulate matter (Moses, 2020)
2. Balance and efficient in resource use
16
3. Environmentally friendly packaging is protecting products with materials
safer and healthier for individual and environmental. Packaging can
influence how consumers evaluate products prior to purchase
4. Environmentally friendly cultivation is capacity to sustain intensive and
effective plant production. While there are different production methods,
most of them use a porous substrate or growing material to supply water and
nutrients to the plants (Barrett et al., 2016).
2.2. Hypothesis Development

Food in Indonesia
People who are concern with their health need healthy nutrition in the food they
consume. A study from (Kusumaningsih et al., 2019) in Indonesia show that health
consciousness significantly affects the desire to purchase for organic produce.
People who care a lot about their health tend to favour organic goods because they
believe they are superior to conventional ones in terms of health benefits. The
public's willingness to spend more on organic goods may decrease as a result. As a
result, health consciousness is regarded as an important determinant of organic food
consumption. Based on the statement above, the first hypothesis is:
H1: There is significant influence of health consciousness on purchase intention of

organic food in Indonesia

Food in Indonesia
According to (Luviana, 2013) stated that perceived quality has a significant
influence on intention to buy organic food in Indonesia. The majority of customers
believed that organic food have consistent quality and high standards of quality
(Mahesh, 2013). Understanding how consumers feel about organic food is
important because it affects their attitudes and interests. Indonesian consumers
17
have a favourable opinion of organic food, believing it to be more nutritious and
fresher than conventional food (Najib et al., 2020). A positive effect on consumer
interest in purchasing organic food will undoubtedly result from this favourable
perception. Indonesian consumers are more interested in buying organic food
products that have a high quality they can trust. Also (Wang et al., 2020) identified
a direct effect of perceived quality of food certification on purchase intention. Based
on the statement above, the second hypothesis is:
H2: There is significant influence of perceived quality on purchase intention of

2.2.3 The Influence of Environmental Awareness on Purchase Intention of

Organic Food in Indonesia
According to (Molinillo et al., 2020) people who care about the environment
frequently consider the environmental impact of their purchasing decisions. As a
result, they tend to buy organic food because they believe it is safer and healthier,
and has a lower impact on the environment and ecological system (Huang et al.,
2014). When consumers care about the environment, they tend to evaluate food
products in terms of environmental impact (Mishal et al., 2017). Beside that sellers
should work hard to have a thorough knowledge of the factors that influence
consumer purchasing interest in environmentally friendly products (Paul et al.,
2016). This can also influence consumer decisions regarding the purchase of
organic products. Based on the statement above, the third hypothesis is:
H3: There is significance influence of environmental awareness on purchase

intention of organic food in Indonesia
2.2.4 The Influence of Purchase Intention on Purchase Decisions of Organic

Food Indonesia
18
Today's world is more attentive of the society when making purchases. Consumers
who have high purchase intentions tend to prefer organic food because it is
considered healthier and of higher quality. The likelihood that a consumer decides
to purchase an organic food can also be used to define intention to purchase (Liang,
2016; Yadav, 2016). However, it is said that a small percentage of consumers
regularly buy organic food. The labeling of organic food plays a significant role in
perception formation, which has an impact on the increasing purchase influence of
organic food consumers (Najib et al., 2022). Due to this, the fourth hypothesis is:
H4: There is significance influence of purchase intention on purchase decisions of

2.2.5 The influence of Purchase Intention Mediates Health Consciousness and

Purchase Decisions of Organic Food in Indonesia
Organic food is safer for health. Although consumers are aware of the positive
benefits of eating organic food, the consumers do not always influence their
decision to purchase (Najib et al., 2022). According to (Iqbal et al., 2021)
consumers who are highly concerned with their health and the safety of their food
are more likely to be involved in purchasing healthy and organic food. If people
who are considered influential in a person's life, like family and friends, believe that
good organic food is good for their health and have already consumed organic food,
it will influence them to purchase organic food as well (Kusumaningsih et al.,
2019). Based on the statement above, the fifth hypothesis is:
H5: Purchase Intention has significant influence between Health Consciousness and
2.2.6 The Influence of Purchase Intention Mediates Perceived Quality and

Product perception is important for purchasing decisions and is thought to influence
consumers' intentions to purchase and consume particular food products
(Wojciechowska-Solis & Barska, 2021). Most people believe that organic products
19
are not durable and that the advantages they offer are no different from those of
non-organic food products (Suharjo et al., 2016). The results of research according
to (Zainal, 2020) show that perceived quality has a significant positive influence on
purchasing decisions for organic food. In addition, consumers who believe organic
foods are safe can also often believe that the overall quality of organic foods is high,
increasing their value perceptions (Lee & Hwang, 2016). Based on the statement
above, the sixth hypothesis is:
H6: Purchase Intention has significant influence between Perceived Quality and
2.2.7 The Influence of Purchase Intention Mediates Environmental Awareness

and Purchase Decisions of Organic Food in Indonesia
Acording to research by (Zainal, 2020) shows that environmental awareness has a
positive and significant influence on purchasing decisions for organic food in
Indonesia. Consumers who are more concerned with the environment tend to prefer
organic food because it is considered more environmentally friendly and
sustainable. In addition, concern for the environment can also influence consumer
purchasing decisions for organic food. This shows that environmental factors and
sustainability are important considerations for consumers in choosing the food they
consume. Based on the statement above, the seventh hypothesis is:
H7: Purchase Intention has significant influence between Environmental

Awareness and Purchase Decisions of Organic Food in Indonesia
2.3 Theoretical Framework

The flow of the hypothesis included in the study is represented by the arrow in this
theoretical framework.
20
Figure 2. 1 Theoretical Framework
Source: Constructed by Researcher, 2023
2.4 Previous Research

Table 2. 1 Previous Research
No Identity Variable Results
1. Why Not Green X2: Perceived Consumers are aware of food

Marketing? Quality safety and environmental
Determinates of X3: protection. Therefore, it is
Consumers’ Intention to Environmental important to increase public
Green Purchase Concern awareness so that green
Decision in a New Z: Purchase buying behaviour and green
Developing Nation Decisions purchasing decisions will
(Nekmahmud & Farkas, increase.
2020)
2. Purchasing behaviour of X1: Health Significant factors influencing

organic food among consciousness the purchase of organic foods
21
Chinese university Z: Purchasing with an emphasis on the
students behaviour potential impact of moderating
(H. Ali et al., 2021) word of mouth are such as
health awareness, consumer
confidence and personal
attitudes and also this study
findings revealed no
significant impact of students’
attitudes toward organic food
on their purchasing behaviour.
3. The Impact of X1: Health The results showed that Health

Psychological and Consciousness Consciousness,
Environmental Factors X3: Environmental awareness
on Consumers' Purchase Environmental affected the purchase intention
Intention toward Awareness of organic vegetables food.
Organic Food: Evidence Y: Purchase
from Vietnam Intention
(Nguyen & Truong,
2021)
4. Health Consciousness, X1: Health Consumer attitude such as

Food Safety Concern, Consciousness health consciousness and food
and Consumer Purchase X2: Food safety, and environmental
Intentions Toward Safety concern is positively related to
Organic Food: The Role X3: consumer involvement which
of Consumer Environmental in turn is positively associated
Involvement and Concern with consumer purchase
Ecological Motives Y: Purchase intentions for organic food.
(Iqbal et al., 2021) Intention
5. Exploring the X2: Perceived Perceived Quality and

Preferences of Quality Environmental Awareness
22
Consumers’ Organic X3: have a positive effect to
Products in Aspects of Environmental Purchase Intention of organic
Sustainable Awareness food.
Consumption: The Case Y: Purchase
of the Polish Consumer Intention
(Wojciechowska-Solis Z: Purchase
& Barska, 2021) Decisions
6. Purchase intention X3: Environmental Awareness

toward organic food Environmental have a significant effect on the
among young consumers Awareness decision to purchase organic
using theory of planned Attitude food for young consumers.
behaviour: role of Y: Purchase
environmental concerns Intention
and environmental
awareness
(Ahmed et al., 2021)
7. Environmental X2: Perceived The result is that

Consciousness and Quality environmental awareness
Organic Food Purchase X3: influences the purchase of
Intention: A Moderated Environmental organic food intention with the
Mediation Model of Awareness mediating role of perceived
Perceived Food Quality Y: Purchase food quality.
and Price Sensitivity Intention
(Wang, Pham, et al., Z: Purchase
2020) Decisions
8. Factors influencing the X1: Health This study was result the
Intention to Purchase Consciousness relationship between health
and Actual Purchase Y: Purchase consciousness on purchase
Behavior of Organic Intention intention was positive.
Food
23
(Humaira & Hudrasyah, Z: Purchase
2016) Decisions
2.5 Research Gap

In this part, the author will inform the comparison about the research gap with the
previous research including, Theoretical gap, and the Methods of research gap.
Where this research using the independent variable namely health consciousness,
perceived quality and environmental awareness. In other hand, the dependent
variable including purchase intention (Y), and the intervening variable is purchase
decisions (Z).
Based on the previous research upon customer purchase decision and purchase
intention. The research of (Wang, Pham, et al., 2020) that use integrated the
relationship between the organic food purchase intention and environmental
awareness using model of moderated mediation of price sensitivity and perceived
food quality. A bit different from other on the research conducted by (H. Ali et al.,
2021) had previously studied that health consciousness, consumer trust, pricing
policy, and personal attitude with Chinese university students’ buying behaviour of
organic food with an emphasis on the potential moderating impact of WOM, from
the research of (Nguyen & Truong, 2021) Evidence from Vietnam on the Effects of
Psychological and Environmental Factors on Consumers' Purchase Intention for
Organic Food. In addition (Humaira & Hudrasyah, 2016) about the variables
affecting consumers' intention to buy and actual buying behaviour for organic food.
There are several differences my research and the previous research as the gap
including the variables and the research method. The uniqueness of this research is
that the author will focus on Indonesia. While the others research mostly from
others country like Vietnam, China, Malaysia, India, and others. Along with, there
are a different population, research method, and data analysis that been used in this
research and previous research.
24
CHAPTER III
METHODOLGY
3.1 Research Design

3.1.1 Research Framework
Figure 3. 1 Research Design
If the sample size is small, conducting this study using PLS-SEM is the best option,
but still has to meet the requirements for a minimum sample size (Hair et al., 2014).
With a quantitative approach in this study. The quantitative approach is a method
to get data from research and figure out what it means. It does this by using
statistical equations, quantitative or empirical data from questionnaires, or by
changing existing statistical data and using computer techniques to make changes.
25
3.1.2 Variable Identification
3.1.2.1 Exogenous Variable
In the PLS-SEM model, Exogenous variable is the term used to describe the
independent variable, which is the variable that influences or causes the change in
the dependent variable (Sarwono & Narimawati, 2015). Exogenous variables are
shown as arrows that lead directly from one set of variables to another set of
variables without passing through any other variables. Thereby, the exogenous
variables in this research are health, environmental awareness, perceived quality,
and environmental awareness.
3.1.2.2 Endogenous Variable

In the PLS-SEM system, the dependent variable is shown as an endogenous variable
according to (Sarwono & Narimawati, 2015), the effect of a dependent variable is
modified by an independent variable. Purchase Decision is therefore an endogenous
variable in this study.
3.1.2.3 Mediating Variable

Mediating or intervening variables are placed between exogenous and endogenous
variables, with exogenous variables having the potential to indirectly affect
endogenous variables (Sarwono & Narimawati, 2015). In this research, the
mediating variable are Consumer Interest.
3.2 Sampling Plan

Probability sampling techniques and non-probability sampling techniques are the
two types of sampling techniques. Probability sampling is a technique that allows
individuals to be selected as research samples. In contrast, non-probability sampling
techniques do not allow every individual to be taken as a research sample, meaning
they do not have the same opportunity. Non-probability sampling is a sampling
technique that doesn't give a basis for determining the likelihood that particular
universe-wide elements will be included in the study sample (Etikan & Bala, 2017).
26
3.2.1 Population
The universe of a study is referred to as the population, which is defined as a group
of individuals or objects that share at least one attribute. A population is a group of
people, object, or any other entities from whom samples are gathered for analysis
(Dubey & Kothari, 2022). The population of this research is all people who know
organic food and have an intention to purchase organic food in Indonesia.
3.2.2 Sampling Technique

Purposeful sampling is used to select and sample research participants. It is defined
as a strategy for determining the research sample based on specific factors, criteria,
or characteristics in order to obtain data that can subsequently be more presentable
(Sugiyono, 2017). (Dubey & Kothari, 2022) show that sampling designs explain
the procedures used to select the samples. There are two types of sample selection
methods. The different sampling methods are separated into two groups: non-
random or non-probability sampling methods and random or probability sampling
methods.
1. Nonprobability is the process of choosing units based on criteria apart from

chance, this method is usually used when the population is unknown. The various
non-random sampling methods commonly used are Convenience Sampling, Quota
Sampling, Purposive Sampling and Snowball Sampling.
2. With random or probability sampling, each member of the community is given a
known, nonzero chance of being selected. Simple random sampling, systematic
sampling, stratified sampling, cluster sampling, area sampling, and multistage
sampling are just a few of the techniques used in probability sampling.
A non-probability sampling method called snowball sampling will be used by the
researcher to disperse the research surveys. Snowball sampling is also known as the
Network, Chain Referral, or Reputation Sampling Method, according to (Dubey &
Kothari, 2022). A sampling technique known as snowball sampling includes
choosing additional respondents based on suggestions made by the initial
respondents. It begins with the gathering of data regarding one or more
acquaintances who are typically already familiar to the person collecting the data.
27
At the conclusion of a questionnaire, poll, or interview, the data collector may ask
the respondent for the contact information of additional potential respondents.
3.2.3 Sample Size

A sample is a part of the population's size and characteristics (Guritno & Rahardja,
2011). The structural equation model (SEM) requires between 100 - 200 samples.
According to (Hair et al., 2014), the minimum sample size in a structural model is
ten times the maximum number of formative indicators used to assess one latent
variable or ten times the highest number of structural paths aiming at specific latent
variables. As a result, the researcher applies the following formula to determine the
number of samples:
Equation 3.1 Sample Determination Formula
N = 10 x Q
Source: (Hair et al., 2014)
Where:
N = Sample size
Q = The largest number of questions in a variable
Therefore,
N = 10 x 6 (Q)
N = 60
Based on the formula above, it is concluded that the minimum number of samples
needed for this study is 60 people who have intention in buying organic food in
Indonesia.
28
3.3 Operational Definition
Table 3. 1 Operational Definition
Indicator
Source
Variable Definition Statements
Code Indicators
Health Health HC1 Reflect about I reflect about my (Kutnohorská

Consciousness consciousness is health health a lot & Tomšík,
(X1) the consumer's HC2 Self-conscious I am self-conscious 2013)
perception of about health about my
health, which health
encourages HC3 Alert to change I am alert to changes
caution in in my
choosing foods health
and considers HC4 Aware of health I am usually aware of
safety factors my
(Sisca et al., health
2013) HC5 Responsibility I take responsibility
of health for the state of my
health
HC6 Aware of the I am aware of the
state state of my
health as I go
through the day
Perceived Perceived PQ1 Visual The organic food (Konuk,
visual is
Quality (X2) quality relates to attractiveness 2019)
attractive
a customer's PQ2 Healthiness The organic food
perception of foods are healthy
the overall
PQ3 Tastiness The organic foods
quality or
are tasty
excellence of a
product or PQ4 Freshness The organic foods
service in are fresh
29
comparison to
their
expectations
(Sivaram et al.,
2019)
Environmental Environmental EA1 Low carbon Low carbon (Slamet et al.,

2016)
Awareness awareness is a emissions emissions are
(X3) form of important.
individual EA2 Balance and Balance and efficient
thinking that efficient in in
nature must be resources use resources use is
protected for important.
that value in EA3 Environmentally Environmentally
maintaining and friendly friendly packaging is
improving packaging important.
quality human EA4 Environmentally Environmentally
life (Ham et al., friendly friendly Cultivation
2016) Cultivation is important.
Purchase Purchase PI1 Willing to buy I am willing to buy (Prakash et
al., 2018)
Intention (Y) Intention is a organic food while
consumer's shopping
proclivity to buy PI2 Make an effort I will make an effort
a brand or take to buy organic food
actions related in the near future
to purchases, as PI3 Intend to buy I Intend to buy
measured by the organic products
likelihood of a because they are
purchase more
(Genoveva et environmentally
al., 2022) friendly
30
Purchase Customer PD1 Buy I prefer to buy (Coleman et
Decisions (Z) purchasing environmentally environmentally al., 2011; Ha
decision is the friendly friendly products & Janda,
stage of the products than non -green 2012; Khare,
buyer decision products 2015;
process in PD2 Increase the I would like to Mostafa,
which the purchase/use of increase the 2006;
customer green products purchase/use of Nekmahmud
decides whether green products for & Farkas,
or not to me. 2020).
purchase the PD3 Buy green I buy green products
product. products even if even if they are more
(Kotler & they are more expensive then the
Armstrong, expensive non - green ones.
2014) PD4 Recommend the I would recommend
green products the green products to
my friends and/or
others
Source: Constructed by research 2022
3.4 Data Collection Design

The process of gathering structured and organize data for research is known as data
collection. Data collection techniques include observation, questionnaires,
interviews, and combinations of these (Sugiyono, 2017). To collect information for
this study, the researcher distributed an online questionnaire via Google forms. The
survey was distributed through social media platforms such as WhatsApp,
Instagram, LINE, and Telegram. In order to identify the theoretical framework and
prior research pertinent to this study, the researcher will use a questionnaire as a
data collection tool along with online analysis.
31
3.4.1 Questionnaire
Questionnaires are one of the most widely used means of collecting data and
respondents may be asked to answer questions regarding facts (Rowley, 2014).
(Sugiyono, 2017) stated that there are two types of questionnaires: closed and open.
In this study, a closed questionnaire was used, which was a list of options from
which the respondent could choose and then immediately write their response.
Additionally, the researcher uses a Likert scale to evaluate the questions.
Table 3. 2 Likert Scale
Grading Statement Scale Score
Strongly Disagree 1
Disagree 2
Neutral 3
Agree 4
Strongly Agree 5
Source : (Oh & Kim, 2017)
3.4.2 Data Source

In this study, the researcher will only make use of primary data created directly
from the survey results. Where primary data is defined as information gathered by
the researcher that is specifically related to the study's purpose and directly relates
to the variable of interest (Sekaran & Bougie, 2010).
3.5 Data Analysis Design

3.5.1 Descriptive Analysis
Simple numerical procedures or graphical methods that organise and describe the
characteristics or items of a given sample are referred to as descriptive statistics
(Fisher & Marshall, 2009). In population research, descriptive statistics will be
explicitly used in the analysis (Sugiyono, 2017). The researcher used a quantitative
descriptive method as the data analysis method. Describing an issue is the purpose
32
of descriptive study. In addition, screening questions based on 2 questions first “Do
you know organic food?” second questions are “Do you have the desire to buy
organic food?”. If they meet the requirements, the questions can be continued. The
average respondent's replies to each indication, the lowest and maximum scale of
the responses given, the mean and the standard deviation will be included in the
descriptive analysis. The primary goal of a descriptive research is to describe
someone, a scenario, an organization, or an event as it already exists, such as in
fact-finding studies (Dubey & Kothari, 2022).
3.5.2 Partial Least Square-Structural Equation Model (PLS-SEM)

The Smart-PLS version 3.2.8 data analysis design will be used in this research,
starting with the measurement of the outer model, inner model, and hypothesis
testing. Smart-PLS is PLS-SEM graphical user interface software (Memon et al.,
2021). PLS predicts that the study's results do not have to be related to a single
distribution, allowing for the use of normally distributed data, and PLS-main SEM's
goal is to maximize the endogenous latent variable (Sarwono & Narimawati, 2015).
According to (Hair et al., 2019) the reason for this study's choice of Smart-PLS
3.2.8 is that it is concerned with having a hypothesis testing in a theoretical
framework and the structural model is complex, which means that it contains
several constructs, indicators, and model connections between each variable. This
research also uses a reflective model which the latent structures influence
measurement covariance.
This study should assess the consistency of the measurement in order to develop a
good measurement model for PLS-SEM. This study must produce an outer model
fitness measure that meets three criteria: convergent validity, differential validity,
and internal consistency.
3.5.3 Outer Model Measurement

The outer model is a measuring model that connect indicators to their variables and
is used to analyse the model's validity and reliability. In PLS-SEM, the
measurement model, also known as the outer model, is a component of a path model
that includes the indicators and their connections to the constructs (Hair et al.,
33
2017). The outer model is evaluated by comparing all manifest (indicator) variables
to their hidden variables (Sarwono & Narimawati, 2015).
3.5.3.1 Convergent Validity

Convergent validity is a measure of the amount at which the constructs meet to
describe the variation of the indicator. There are two ways to evaluate convergent
validity such as outer loadings and average variance extracted (AVE) (Hair et al.,
2017).
Convergent validity is determined by comparing each construct's AVE roots to the
correlation between the constructs and the other constructs in the model. The outer
loading size is also referred as the indicator reliability. The standardised outer
loadings should be at least 0.708 (Hair et al., 2019a). The acceptable minimum AVE
is 0.50 or greater that the construct 50% or more of the variation among the
construct's indicators (Hair et al., 2021).
3.5.3.2 Discriminant Validity

Discriminant validity refers to the degree to which a construct is distinct from other
constructs according to empirical standards. As a result, demonstrating discriminant
validity necessarily requires a structure that is distinct and attains properties that
other constructs in the model do not (Hair et al., 2017).
Cross loading factors is the first factors with conceptions are used to examine the
discriminant validity of measurement models using reflecting indicators. In order
for the cross-loading measurement, each indicator's loading on its variable should
be greater than the cross-loading on the opposing construct and each variable's
loading value must be larger than 0.7 (Ghozali & Latan, 2015).
Meanwhile, Variance Inflation Factor (VIF) can also be used to determine

discriminant validity. There are serious collinearity issues between the constructs'
indicators when the VIF value is 5 or higher. However, collision problems can
develop with lower VIF values of 3. The VIF values should ideally be less than or
near to 3 (Hair et al., 2019a).
One approach of evaluating the discriminant validity is the Fornell-Larcker

criterion (Hair et al., 2017). A measurement of discriminant validity compares the
34
average variance extracted of each construct, considering its correlations with all
other constructs in the model. Supported also by (Hidayat, 2018) to ensure
discriminant validity, each latent variable's AVE should be greater than the
combined latent variable's R2.
3.5.3.3 Reliability
Internal Consistency Reliability has 2 measures, the first is Cronbach's Alpha and
the other is Composite reliability. Cronbach's alpha has a minimum value of 0.7 and
an ideal value of 0.8 or 0.9 (Sarwono & Narimawati, 2015). Cronbach's Alpha is
used to compute the highest limit of a build's dependability.
The upper limit of the construct's value is measured using Composite Reliability.
For exploratory research, the minimum value for composite reliability to indicate
that the construct is acceptable is 0.7 (Hair et al., 2021).
3.5.4 Inner Model Measurement

According to (Hair et al., 2021) The structural model is also known as the inner
model which links the constructs (circles or ovals) in PLS-SEM. Two aspects when
considered when creating structural model, there are the connected relationships
(paths) between the constructs. By checking the relevance of R2 and T-test, the
determinant coefficient, and path of the coefficient, used to quantify the internal
model in PLS-SEM.
3.5.4.1 Path Coefficient
The path coefficient test is the default test method for the Boot-Strap software
Smart-PLS, and R-squared is used to calculate the model's estimated predictive
power (Huang et al., 2013). If a path coefficient's value not within of the 95%
confidence range, it is significant at the 5% level. The number of cases should match
the number of valid observations, and the minimum number of bootstrap samples
is 5,000. Hypotheses will be accepted in this study if the statistical T-value
approaches higher 1.96 and the P-value is less than 0.05 or significance level 5%
on each path (Sarwono & Narimawati, 2015).
35
3.5.4.2 R-Square (R2)
The coefficient of determination of the value between constructs in a particular
model is calculated using R2 for endogenous constructs and directional coefficients,
or t-values. As it measures the variance of endogenous models, the R2 is a measure
of the experiment's explanatory capacity. The coefficient represents the total of the
effects of the independent latent variables on the dependent latent variable (Hair et
al., 2017). Higher values of the R2 indicate a greater explanatory power, which goes
from 0 to 1 (Hair et al., 2021).
Table 3. 3 R2 Value Rule of Thumb
R2 Value Interpretation
0.75 Substantial
0.50 Moderate
0.25 Weak
Source: (Hair et al., 2019)
3.5.5 Hypothesis Testing

A hypothesis is a provisional and stable statement that determines what is to be
identified in the researcher's empirical results The bootstrapping technique makes
it possible to statistically test the idea that a coefficient equals zero rather than
testing the alternative hypothesis that a coefficient's coefficient does not equal zero
(null) (two-tailed test). The proportion of the target population that the sample
represents determines the bootstrap's effectiveness. A minimum of 5,000 bootstrap
samples should be used, with as many instances as there were in the original sample
(Hair et al., 2011). Whether or not a path coefficient's value falls outside of the 95%
confidence interval, it is still significant at the 5% level (Hair et al., 2021). As a
result, t value of 1.96 is the significant t-value that must be met. In other words, the
latent construct and the latent endogenous building tested are positive and
significant regardless of whether the t-statistic or t-value is greater than 1.96. In
36
accord with (Hair et al., 2021) Mediation occurs when a construct known as the
mediator construct intervenes between two other related constructions. The authors
describe three types of mediation:
1. Complementary mediation when both indirect and direct effects are

significant and point in the same direction (partial mediation)
2. Competitive mediation occurs when both indirect and direct effects are
crucial but in opposite directions
3. Indirect-only mediation occurs when the indirect effect is significantly
larger than the direct effect.
In addition, there are two types of non-mediation, which include:
1. Direct-only non-mediation: the direct effect is significant, while the

indirect effect is not
2. No-effect non mediation: both the direct and indirect effects are
insignificant.
37
CHAPTER IV
ANALYSIS AND DISCUSSION OF FINDINGS
4.1 Filtering Questions
The total participants who are participated in this research are 200 responses,
however, the researcher used the filter to ensure that the population are who. Who
has an interest in buying organic food. As a result, first filtering question been able
to filtered 3 respondents cannot participate the questionnaire and second filtering
question been able to filtered 17 respondents cannot participate the questionnaire,
while the rest with total 180 respondents are able to participated in this research.
Concluded that the criteria were in accordance with the requirements for a minimum
number of samples is 60 respondents.
Table 4. 1 Filtering First Question for Respondent know Organic Food

Category Nominal Percentage %
Yes 197 98.5
No 3 1.5
Source: Constructed by researcher, 2023
Table 4. 2 Filtering Second Question for Respondent Desire to Buy Organic

Food

Yes 180 91.3
No 17 8.7
4.2 Respondents Data

In this discussion, the characteristics of respondents who fill out questionnaires are
that those who fulfil the filtering question criteria. Here researcher gathered 180
respondents who has an interest in buying organic food in Indonesia. Below are
several demographic backgrounds that was collected in this study.
38
From the table 4.3 below, it can be concluded that the major gender of the
respondents is mostly female which is (55%) than male respondents (45%).
Therefore, female is more interested in organic food.
Table 4. 3 Respondent Data Based on gender

Female 99 55
Mae 81 45
As stated by (Statistics Indonesia, 2021) Male population is higher than Female

citizen. Based on Table 4.3, majority respondent for this research is Woman with
99 respondent or 55%, followed by Man with 81 or 45%. (Wojciechowska-Solis &
Barska, 2021) show that women have a greater tendency to be organic consumers
because women are mostly responsible for purchases. The reason is because
researcher try to use snowball sampling which share and ask help with researcher’s
relatives on social media such as Instagram which majority user is Female (52.6%)
followed by Man with (47.4%) data gathered by (NapoleonCat., 2022).
Table 4. 4 Respondent Data Based on Age

17-22 93 51.7
23-27 21 11.7
28-32 40 22.2
>32 26 14.4
Second, the age characteristic of the respondents is dominant by the age of 17-22
years old were (51.7%) with 93 respondents, 23-27 years old (11.7%) with 21
respondents, 28-32 years old (22.2%) with 40 respondents and above 32 years old
(14.4%) with 26 participants. As a result, young people with ages between 15-29
years old (Gupta & Gentry, 2018) can have a positive outlook on organic
39
food. According to (Watson, 2015) Recently, it has been stated that young
consumers are moving more health-conscious in their eating habits.
Table 4. 5 Respondent Data Based on Origin

Sumatera 41 22.8
Jawa 116 64.4
Kalimantan 8 4.4
Sulawesi 7 3.9
Bali 7 3.95
Papua 1 0.6
Third, the dominant origin of this research is from Sumatera has (22.8%), Java has
(64.4%), Kalimantan (4.4%), Sulawesi (3.9%), Bali (3.95%), and Papua (0.6%). As
we can see from table 4.5 from the results of the data, the data is spread not evenly
distributed and looks significantly spread over the Java area. Nowadays, according
to (Najib et al., 2020) organic products' potential market covers the big cities in
Indonesia such as Java. This is due to the large population on the island of Java
with a population of 151.29 million people (BPS, 2020).
Table 4. 6 Respondent Data Based on Monthly Income

<Rp.4.000.000 107 59.4
Rp.4.000.000 - 40 22.2
Rp.8.000.000
Rp.9.000.000- 17 9.4
Rp.13.000.000
>Rp.13.000.000 16 8.9
40
The fourth is information on monthly income. This research divides the income
range into 4 criteria that can be seen on Table 4.6 those who took most portion,
which in the range of <Rp.4.000.000 with (59.4%) monthly income, Rp.4.000.000-
Rp.8.000.000 (22.2%) monthly income, Rp.9.000.000-Rp.13.000.000 (9.4%)
monthly income and last >Rp.13.000.000 (8.9%) monthly income. Respondents
who dominate are respondents with an income of less than 4 million rupiah (lower
middle class) it means consumers in the middle income bracket represent a potential
market because they prioritize making purchases of products that will raise their
standard of living (Najib et al., 2022).
Table 4. 7 Respondent Data Based on Level of Education

Senior High School 62 34.4
Diploma 9 5
Bachelor 94 52.2
Postgraduate Degree 14 7.8
Doctorate 1 0.6
The Fifth is the level of education from the respondents, which are mostly the
respondents is a bachelor (52.2%), senior high school (34.4%), Postgraduate
Degree (7.8%), Diploma (5%) and the last is Doctorate (0.6%). Given the
previously indicated target categories, organic food would be best served by
focusing on bachelors.
Table 4. 8 Respondent Data Based on Occupation

Civil/Private Sector 54 30
Employee
Entrepreneur 26 14.4
Housewife 7 3.9
41
Student/College 93 51.7
Students
The last respondent data is the current occupation. As we have seen on the table
above, majority of respondent is student/college students with 93 respondents
(51.7%), followed by civil/private employee, which has 54 respondents (30%).
4.3 Descriptive Analysis
Table 4. 9 Descriptive Analysis

Standard
Indicator N Mean Median Min Max
deviation
HC1 0 4.106 4.000 1.000 5.000 0.952
HC2 1 4.322 4.000 1.000 5.000 0.786
HC3 2 4.183 4.000 1.000 5.000 0.904
HC4 3 4.133 4.000 1.000 5.000 0.859
HC5 4 4.367 5.000 1.000 5.000 0.836
HC6 5 4.283 4.000 1.000 5.000 0.784
PQ1 6 3.706 4.000 1.000 5.000 1.063
PQ2 7 4.383 5.000 1.000 5.000 0.832
PQ3 8 3.672 4.000 1.000 5.000 1.016
PQ4 9 4.244 4.000 1.000 5.000 0.867
EA1 10 4.083 4.000 1.000 5.000 0.894
EA2 11 4.283 4.000 1.000 5.000 0.791
EA3 12 4.439 5.000 1.000 5.000 0.895
EA4 13 4.478 5.000 1.000 5.000 0.813
PI1 14 3.989 4.000 1.000 5.000 0.882
PI2 15 3.828 4.000 1.000 5.000 0.988
PI3 16 4.022 4.000 1.000 5.000 0.900
PD1 17 3.767 4.000 1.000 5.000 0.961
42
PD2 18 4.017 4.000 1.000 5.000 0.866
PD3 19 3.711 4.000 1.000 5.000 1.051
PD4 20 3.900 4.000 1.000 5.000 0.920
As we can see from table 4.9 the highest mean of health consciousness variable
(HC5) is 4.367 which correlate with the statement of “I am aware of the state of my
health as I go through the day”. Many respondents agreed with this statement. It
can be concluded that they are aware of their health as go through the day.
Moreover, the highest mean for variable perceived quality (PQ2) is 4.383 which
correlate with the statement of “The organic food foods are healthy”. Many
respondents are agreed with this statement, which means that most of the
respondents are showing positive perception of organic food quality on their health.
Furthermore, variable Environmental Awareness (EA4) showing the highest mean
is 4.478 with the statement of “Environmentally friendly Cultivation is important.”
which means that the respondent agree environmentally friendly cultivation is
important for the environment. In addition, the highest mean for variable Purchase
Intention (PI3) with the highest mean is 4.022 with the statement “I intend to buy
organic products because they are more environmentally friendly”, where most of
the respondents are agreed with the statement, which means that participants are
assumed to care about the environment, so they will have opinions about how food
products affect the environment. Finally, the variable Purchase Decisions (PD2)
with the highest mean value with 4.017 with the statement “I would like to increase
the purchase/use of green products for me.”, which means that the respondents will
purchase more green products, such as organic food.
4.4. Data Analysis

4.4.1 Outer Model Measurement
To determine the validity and reliability of the entire data set, the researcher used
the outer model measurement to determine validity and reliability. Because this
research model mainly uses a reflecting indicator, The validity and reliability test
have two steps: convergent validity and discriminant validity.
43
Figure 4. 1 Conceptual Model
Source: SmartPLS 4.0, processed by researcher (2023)
4.4.1.1 Convergent Validity

To measure convergent validity, two methods were used: outer loading and average
variance extracted (AVE). (Hair et al., 2019) recommended the loadings above
0.708, when the outer loadings of a construct are high, it means that linked
indicators have many characteristics that the construct can capture. Thus, constructs
will be deleted in order to establish a valid result of convergent validity.
Table 4. 10 Outer Loading Result (before removal)

Environmental Health Perceived Purchase Purchases
Awareness Consciousness Quality Intention Decisions
EA1 0.815
EA2 0.866
EA3 0.832
EA4 0.828
HC1 0.681
44
HC2 0.767
HC3 0.774
HC4 0.875
HC5 0.828
HC6 0.765
PD1 0.801
PD2 0.883
PD3 0.887
PD4 0.828
PI1 0.858
PI2 0.864
PI3 0.843
PQ1 0.776
PQ2 0.798
PQ3 0.809
PQ4 0.842
Source: SmartPLS, constructed by researcher (2023)
The outer loading test indicates that one of 21 indicators are invalid, as the outer
loading value is less than 0.708 which is 0,681. HC1 must be removed from the
model, and the model is then re-estimated. Therefore, the result of outer loading
factor after removal is shown in table 4.10.
Table 4. 11 Outer Loading Result (after removal)

Environmental Health Perceived Purchase Purchase
Awareness Consciousness Quality Decisions Intention
EA1 0.815
EA2 0.866
EA3 0.832
EA4 0.828
HC2 0.764
HC3 0.760
45
HC4 0.892
HC5 0.850
HC6 0.774
PD1 0.801
PD2 0.883
PD3 0.887
PD4 0.828
PI1 0.857
PI2 0.864
PI3 0.843
PQ1 0.776
PQ2 0.798
PQ3 0.809
PQ4 0.842
Figure 4. 2 Outer Model Result

Source: SmartPLS, processed by researcher (2023)
46
After removing the invalid construct, the outer loading result shows that each
indicator has an outer load value greater than 0.708, indicating that all indicators
are valid.
Table 4. 12 Average Variance Extracted (AVE) Value
Latent Variable AVE Result Interpretation
Environmental Awareness 0.698 Valid
Health Consiousness 0.656 Valid
Perceived Quality 0.651 Valid
Purchase Decisions 0.724 Valid
Purchase Intention 0.730 Valid
The Convergent Validity test is used to determine the AVE value. Table 4.12 shows
the AVE results for each variable that outperformed the validity parameter by more
than 0.50.
4.4.1.2 Discriminant Validity

In this part is to determine discriminant validity, there are 3 ways to done by
checking cross-loading, Variance Inflation Factor (VIF), Fornell-Larcker Criterion.
In cross loading, requires that each indicator’s loading on its variable be greater
than the cross loading on the other variable. Table 4.13 demonstrates that the value
of each variable’s indicator is greater than the value of the cross-loading on the
other variable. As a result, the model of cross-loading meets the criteria for
discriminant validity.
47
Table 4. 13 Cross Loading Factors

EA1 0.815 0.606 0.571 0.632 0.625
EA2 0.866 0.609 0.576 0.635 0.586
EA3 0.832 0.597 0.569 0.554 0.538
EA4 0.828 0.699 0.607 0.555 0.527
HC2 0.539 0.764 0.497 0.522 0.492
HC3 0.587 0.760 0.437 0.508 0.505
HC4 0.630 0.892 0.546 0.604 0.663
HC5 0.669 0.850 0.520 0.533 0.572
HC6 0.607 0.774 0.514 0.541 0.557
0.615 0.618 0.589 0.801 0.703
PD1
0.656 0.580 0.664 0.883 0.739
PD2
0.582 0.551 0.632 0.887 0.763
PD3
0.579 0.533 0.607 0.828 0.700
PD4
PI1 0.587 0.610 0.614 0.735 0.857
PI2 0.496 0.531 0.621 0.721 0.864
PI3 0.667 0.634 0.599 0.733 0.843
PQ1 0.502 0.426 0.776 0.571 0.558
PQ2 0.671 0.614 0.798 0.556 0.554
PQ3 0.461 0.389 0.809 0.638 0.602
PQ4 0.614 0.583 0.842 0.596 0.593
A model’s discriminant validity also can be calculated by looking at the Variance

Inflation Factor (VIF) of less than 5, which means that each build is not collinear
(Hair et al., 2019b).
48
Table 4. 14 Variance Inflation Factor (VIF)
VIF Interpretation
EA1 1.818 Valid
EA2 2.273 Valid
EA3 2.161 Valid
EA4 2.179 Valid
HC2 1.752 Valid
HC3 1.759 Valid
HC4 2.808 Valid
HC5 2.361 Valid
HC6 1.779 Valid
PD1 1.754 Valid
PD2 2.727 Valid
PD3 2.789 Valid
PD4 1.961 Valid
PI1 1.839 Valid
PI2 1.941 Valid
PI3 1.686 Valid
PQ1 1.753 Valid
PQ2 2.196 Valid
PQ3 1.913 Valid
PQ4 2.446 Valid
Since the value VIF each build is less than 5, it may be inferred that they do not
have any collinearity issues. Furthermore, the Fornell-Larcker Criterion is the next
method for evaluating discriminant validity. Both the Fornell-Larcker criterion and
cross-loadings have been employed to assess discriminant validity, but recent
research has found that neither consistently identifies issues with discriminant
validity (Henseler et al., 2015).
49
Table 4. 15 Fornell – Larcker Criterion

Environmental
Awareness 0.836
Health
Consciousness 0.749 0.810
Perceived
Quality 0.695 0.622 0.807
Purchase
Decisions 0.714 0.670 0.733 0.851
Purchase
Intention 0.685 0.694 0.715 0.854 0.855
As stated on the table the above, it can be inferred that the discriminant is present.
The square root of the construct's average variance extracted must be greater than
the correlation between any constructs (INN, 2020).
4.4.1.3 Reliability
Table 4. 16 Reliability
Cronbach’s alpha Composite reliability Interpretation
Environmental Reliable
Awareness 0.856 0.902
Health Consciousness 0.868 0.905 Reliable
Perceived Quality 0.821 0.882 Reliable
50
Purchase Decisions 0.872 0.913 Reliable
Purchase Intention 0.815 0.890 Reliable
Cronbach’s alpha and Composite reliability are two methods for evaluating the
internal consistency reliability. As we can see in Table 4.16, every value has
surpassed 0.7, which means that all variables are considered reliable.
After determining the validity and reliability of all the variables in this research,
which demonstrated that all of the indicators matched all of the criteria for outer
model measurement, it was possible to move on to the inner model analysis.
4.4.2 Inner Model Measurement
Figure 4. 3 Inner Model Measurement

51
4.4.2.1 Path Coefficient
Table 4. 17 Path Coefficient (Direct Effects)

Path T statistics P values Interpretation
Health Consciousness ->
Significant
Purchase Intention 3.741 0.000
Perceived Quality ->

Significant
Environmental Awareness ->

Insignificant
Purchase Intention ->

Significant
Purchase Decisions 32.817 0.000
The table 4.17 shows that 3 variables in this research have a direct significant of
path coefficient and 1 variable insignificant of path coefficient.
1. Health consciousness has a positive effect on purchase intention with the t-

statistic value of 3.741, which means that health consciousness can affect
their purchase intention
2. Perceived quality has a positive impact toward purchase intention with the
t-statistic value of 3.269, which means that quality of product can influenced
their purchase intention
3. Environmental awareness has a negative effect on purchase intention with
the t-statistic values of 1.504, which means that people not aware of
environmental and cannot influenced their purchase intention
4. Purchase intention has a positive impact on purchase decisions with the t-
statistic values of 32.817, which means that purchase intention can influence
the purchase decisions
52
Table 4. 18 Path Coefficient (Indirect Effects)
T–
P values Interpretation
Path statistics
Environmental Awareness -> Purchase

1.490 0.136 Insignificant
Intention -> Purchase Decisions
Health Consciousness -> Purchase

3.773 0.000 Significant
Perceived Quality -> Purchase

3.233 0.001 Significant
The table 4.18 shows that 3 variables of this research have an indirect effect
of the path coefficient and 1 variable have no effect of path coefficient.
1. The path coefficient between environmental awareness on purchase
intention as the mediating variable not successfully led to purchase
decisions with the t-statistic value of 1.490 less than t-value 1.96, which
indicated that this construction is significant
2. The path coefficient between health consciousness on purchase intention as
the mediating variable successfully led to purchase decisions with the t-
statistic value of 3.773 more than t-value, which indicated that this
construction is significant
3. The path coefficient between perceived quality on purchase intention as the
mediating variable successfully led to purchase decisions with the t-statistic
value of 3.233 more than t-value, which indicated that this construction is
significant
53
4.4.2.2 Determination of Coefficient (R2)
This coefficient, which is determined as the squared correlation between the actual
and projected values of a specific dependent variable, is a measure of the model's
predictive power.
Table 4. 19 R-square
R-square R-square adjusted Interpretation
0.730 0.728 Moderate

Purchase Decisions
0.623 0.616 Moderate

Purchase Intention
4.4.3 Hypothesis
In this part, the bootstrapping resampling method accepts a hypothesis if the t-
significance value is 1.90 and the p-value is less than 0.50. The measurement
estimates and standard errors in this method are based on empirical observations as
opposed to statistical hypotheses. The following are seven hypotheses include the
following:
H1: There is significance influence of Health Consciousness on Purchase
Intention of organic food in Indonesia
H2: There is significant influence of Perceived Quality on Purchase Intention of
H3: There is significant influence of Environmental Awareness on Purchase
Intention of organic food in Indonesia
H4: There is significant influence of Purchase Intention on Purchase Decisions of
H5: Purchase Intention has significant influence between Health Consciousness and
Purchase Decisions of organic food in Indonesia
H6: Purchase Intention has significant between Perceived Quality and purchase
decisions of organic food in Indonesia
54
H7: Purchase Intention has significant between Environmental Awareness and
purchase decisions of organic food in Indonesia
Based on Table 4.18 and 4.19 above, explained the determination of the accepted
or rejected hypothesis is:
The health consciousness variable on purchase intention has a t-statistic value of

3.741 which is greater than 1.96 and p-value 0,000 where smaller than 0.05
Therefore, the first hypothesis (H1) which indicates that health consciousness has
an influence towards purchase intention of organic food in Indonesia is accepted.
The perceived quality variable on purchase intention has t-statistic value of 3.269
which is greater than 1.96 and p-value 0.001 where smaller than 0.05. Therefore,
the second hypothesis (H2) which indicates that perceived quality has an influence
towards purchase intention of organic food in Indonesia is accepted.
The environmental awareness variable on purchase intention has t-statistic value of

1.504 which is smaller than 1.96 and p value 0.133 where greater than 0.05.
Therefore, the third hypothesis (H3) which indicates that environmental awareness
has an influence towards purchase intention of organic food in Indonesia is
rejected.
The purchase intention construct on purchase decision has a t-statistic value of

32,817 which is greater than 1.96 and p-value 0.000 where smaller than 0.05.
Therefore, the fourth hypothesis (H4) which indicates purchase intention has an
influence of purchase decision of organic food in Indonesia is accepted.
The health consciousness construct mediated by purchase intention towards

purchase decisions has a t-statistic value of 3.773 which is greater than 1.96, and a
p-value of 0.000 where smaller than 0.05. Therefore, the fifth hypothesis (H5)
which indicates health consciousness mediated by purchase intention has an
influence towards purchase decisions of organic food in Indonesia is accepted. The
PLS approach testing of mediation and shown a direct effects and indirect effect of
mediation (Hair et al., 2021). This research the direct effect of (H1) and indirect
effects of (H5) between health consciousness towards purchase decisions mediated
55
by purchase intention are significant and point the same direction, it can be
concluded that the types of mediation is complimentary mediation by purchase
intention.
The perceived quality construct mediated by purchase intention towards purchase

decisions has a t-statistic value of 3.233 which is greater than 1.96, and p-value of
0.001 where smaller than 0.05. Therefore, the sixth hypothesis (H6) which
indicates that perceived quality mediated by purchase intention has an influence
towards purchase decision of organic food in Indonesia is accepted. The PLS
approach testing of mediation and shown a direct effects and indirect effect of
mediation (Hair et al., 2021). This research the direct effect of (H2) and indirect
effects of (H6) between perceived quality towards purchase decisions mediated by
purchase intention are significant and point the same direction, it can be concluded
that the types of mediation is complimentary mediation by purchase intention.
The environmental awareness construct mediated by purchase intention towards
purchase decisions has a t-statistic value of 1.490 which is smaller than 1.96, and a
p-value of 0.136 where greater than 0.05. Therefore, the seventh hypothesis (H7)
which indicates that environmental awareness mediated by purchase intention has
an influence towards purchase decision of organic food in Indonesia is rejected.
The PLS approach testing of mediation and shown a direct effects and indirect
effect of mediation (Hair et al., 2021). This research the direct effect of (H3) and
indirect effects of (H7) between environmental awareness towards purchase
decision mediated by purchase intention are not significant. As a result, the types
of mediation no-effect non-mediation (unmediated) by purchase intention.
4.5 Discussion of Findings

In this research will explain about the findings in this study. All the findings are
about the effect of all independent variables which consist of health consciousness,
perceived quality, and environmental awareness on purchase intention as the
intervening variable toward purchase decisions as the dependent variables.
56
Food in Indonesia
Hypothesis 1 (H1) testing showed that Health Consciousness (HC) has significant
influence on Purchase Intention (PI). The t-statistic value of 3.741 which is greater
than 1.96, and for the P-value of 0.000 which also support this statement. In
conclusion, the Hypothesis 1 (H1) is accepted.
In line with previous research conducted by (Kutnohorská & Tomšík, 2013). One
of the reasons people give for eating organic food is its benefits to their health.
(Nguyen & Truong, 2021) health concern of organic foods positively influences the
intention to purchase organic foods. Of these, health concern is the most influential
factor. Supported also by previous research conducted by (Iqbal et al., 2021) health
consciousness positively correlated with consumer involvement, which is
positively correlated with consumers’ intentions to purchase organic food.
In summary, the result on this research also shows that consumer of organic food
in Indonesia is important so that consumers understand the importance of their own
health and even that of their families, which can persuade them to buy organic food
products and increase their purchase intention.

Food in Indonesia
Hypothesis 2 (H2) testing showed that Perceived Quality (PQ) has significant
influence on Purchase Intention (PI) of organic food in Indonesia. The t-statistic
value of 3.269 which is greater than 1.96, and for the P-value of 0.001 which also
support this statement. In conclusion, the Hypothesis 2 (H2) is accepted.
Based on (Wojciechowska-Solis & Barska, 2021) quality has a large impact on their
choice of foods and more important than the price. (Wang, Pham, et al., 2020)
additionally clarifies how the relationship between perceived food quality and
purchase intention is moderated. Supported also by (Paul & Rana, 2012) not
only the health factor affects the purchase intention, but also the availability and
quality of
57
these products. To summarize, consumer perception is known as perceived quality,
and it can be used to predict whether a product will be well-liked by customers and
remain on the market for an extended period. On the other hand, if a customer
perceives quality favourably, they will like the product. Based on the results above,
respondents agree that perceptions of the quality of organic food are positive and
have a positive effect on purchase intentions.
4.5.3 The Influencing of Environmental Awareness on Purchase Intention of

Organic Food in Indonesia
Hypothesis 3 (H3) testing showed that Environmental Awareness (EA) is not
significant influenced Purchase Intention (PI) of organic food in Indonesia
according to the findings of evaluating the Hypothesis 3 (H3), with a T-value of
1.504 which is less than 1.96, and a p-value of 0.133 where greater than 0.05. As a
result, Hypothesis 3 (H3) is rejected.
This research contradicts with the study by (Ahmed et al., 2021) that environmental
awareness has an influence towards purchase intention. Although synthetic
pesticides cannot be used in organic production, it is still possible to discover these
agrochemicals in the soil and in products that are labelled as organic. These sources
could include other contaminated soils, water, or air (Garcia & Teixeira, 2017).
However, based on (Okada et al., 2019) that the general environmental awareness
has a small impact on purchase intentions. Enterprises must connect accurate and
truthful information that will foster consumer trust and raise their intent to make
purchases if they intend to increase the impact of environmental factors on future
purchase intentions.
4.5.4 The Influence of Purchase Intention on Purchase Decision of Organic

Food in Indonesia
Hypothesis 4 (H4) testing showed that Purchase Intention (PI) has significant
influence on Purchase Decision (PD) of organic food in Indonesia. The statistical
T-value of 32,817 which is greater than 1.96 and p-value 0.000 where smaller than
0.05. As a result, Hypothesis 4 (H4) is accepted.
58
In this study, purchase intention is positively influenced the probability of a
customer decision that respondents will buy organic food products. Which proves
(Adhimusandi et al., 2020) that is a significant positive effect between purchase
intention on the purchase decision. The same result also comes from (Wee et al.,
2014) purchase intention is positively affect the probability of a customer decision
that consumers will buy organic food products. It is expected that organic food will
increase consumer buying intention in various ways to increase consumer
purchases.
4.5.5 Purchase Intention Mediates the Relationship between Health

Consciousness and Purchase Decisions of Organic Food in Indonesia
Hypothesis 5 testing showed that health consciousness on purchase intention as the
mediating variable has significant influence on purchase decisions with the t-
statistic value of 3.773 which is greater than 1.96, and a p-value of 0.000 where
smaller than 0.05. As a result, Hypothesis 5 (H5) is accepted.
(Iqbal et al., 2021) Knowing the elements that influence customer purchase
intentions for healthy and organic food products is important. Research describes
factors like consumer health consciousness in order to understand their
relationships with consumer intentions towards purchasing healthy and organic
food. Overall health consciousness is a significant predictor of both behavioural
intentions and purchase decisions, according to the analyses' findings (DiPietro et
al., 2016).
4.5.6 Purchase Intention Mediates the Relationship between Perceived Quality

and Purchase Decisions of Organic Food in Indonesia
Hypothesis 6 (H6) testing showed that perceived quality on purchase intention as
the mediating variable has significant influence on purchase decisions with the t-
statistic value of 3.233 which is greater than 1.96, and p-value of 0.001 where
smaller than 0.05. As a result, Hypothesis 6 (H6) is accepted.
59
(Pacho, 2020) which found that product perception is important for purchasing
decisions and is thought to influence consumers' intentions to purchase and
consume food products. Price is not as essential as product quality and benefits from
consumption organic food (Wojciechowska-Solis & Barska, 2021). Moreover, it is
supported by (Batjo & Disman, 2022) has shown that the influence of perceived
quality on purchasing decisions is significant.
4.5.7 Purchase Intention Mediates the Relationship between Environmental

Awareness and Purchase Decisions of Organic Food in Indonesia
Hypothesis 7 (H7) testing showed that environmental awareness on purchase
intention as the mediating variable is not significant influence on purchase decisions
with the t-statistic value of 1.490 490 which is smaller than 1.96, and a p-value of
0.136 where greater than 0.05. As a result, Hypothesis 7 (H7) is rejected.
(Nekmahmud & Farkas, 2020) prove that environmental awareness has a positive
impact on ecological purchasing decisions on green foods. (Nguyen & Truong,
2021) the desire to purchase organic foods is favourably influenced by
environmental awareness and concern. The ability to purchase organic foods is
positively impacted by environmental factors such as the fertility of the soil, air,
and other plants. (Ritchie, 2017) the main reason for the issue is that people not
only want to preserve the environmental concern. People priorities actions among
competing objectives when making decisions. Additionally, there are numerous
factors influencing environmental decisions. The effects are frequently subliminal.
This result does not show that environmental awareness influences customer
purchase intention by leading to the desire to make a purchase decision.
60
CHAPTER V
CONCLUSION AND RECOMMENDATION
5.1 Conclusion
The purpose of this research is to analysis The Factors Influence of Health
Consciousness, Perceived Quality and Environmental Awareness, on Purchase
Intention and Consumers Purchase Decisions of Organic Food in Indonesia. The
scope and limitations that were discussed in the previous chapter were used in
conjunction with the data analysis results from this study. Researchers can draw the
following conclusions based on their findings:
1. There is a significant direct influence between the health consciousness variable
towards purchase intention of organic food in Indonesia
2. There is a significant direct influence between the perceived quality variable
3. There is a no significant direct influence between the environmental awareness
variable towards purchase intention of organic food in Indonesia
4. There is a significant direct influence between the purchase intention variable
5. Purchase intention has significant influence between health consciousness and
6. Purchase intention has significant influence between perceived quality and
7. Purchase intention has not significant influence between environmental
awareness and purchase decisions of organic food in Indonesia.
5.2 Recommendation
5.2.1 For Government
This study reveals that the food industry important for the economy of a country,
especially Indonesia. Especially now, when the organic food industry continues to
grow and is in demand by consumers. However, awareness of health and the
environment is still very weak. As a result, government participation is needed in
accelerating national economy and encourage farmers to grow organic crops more
than conventional methods. The findings of this study are expected to provide
61
counselling that is more evenly distributed in the territory of Indonesia, the level of
awareness of health and concern for the environment can be further increased
among consumers. The furthermore the government expected more focuses on
motivating and telling customers about the goodness of the product and strict to
farmers who use chemicals that are harmful to health and the environment.
5.2.2 Future Research

Future research needs to be done to find other factors besides health consciousness,
perceived quality and environmental awareness that influences purchase intention
and purchase decision of organic food in Indonesia by analysis other factors that
affect the purchase decisions of organic food. The factors can be use by the future
research consist of the willingness to pay, trust and. Furthermore, the future
research could also analyse generation Y who was born between 1977 and 2094,
who are never consume organic food and conducted specific research in the Jakarta
area.
62
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APPENDICIES
APPENDIX 1
QUESTIONNAIRE – BAHASA & ENGLISH VERSION
Responden yang terhormat
Nama saya Jerni Sari Septiani. Saya kuliah di President University jurusan
Manajemen dan mengambil konsentrasi Bisnis Internasional. Perkenankan saya
untuk meminta kesediaan Anda untuk berpartisipasi dalam mengisi dan menjawab
semua pertanyaan dalam kuesioner ini. Apabila kamu berniat untuk membeli
makanan organik dan tinggal di Indonesia bisa mengisi survey ini. Ini mungkin
memakan waktu sekitar 5-10 menit dari waktu Anda. Penelitian ini digunakan
untuk menyusun skripsi dengan judul “THE FACTORS INFLUENCE ON
CONSUMERS PURCHASE INTENTION AND PURCHASE DECISIONS
OF ORGANIC FOOD IN INDONESIA" Saya ingin menekankan bahwa data
dan informasi yang dikumpulkan dalam survei ini dikumpulkan dan diperlakukan
secara anonim. Tujuan dari survei ini bukan untuk menilai jawaban, tetapi untuk
sekadar menangkap koneksi. Oleh karena itu, saya ingin meminta Anda untuk
menjawab dengan jujur dan menyatakan pendapat Anda yang sebenarnya mengenai
pertanyaan yang diajukan. Terima kasih atas bantuan Anda sebelumnya!
Dear respondents
My name is Jerni Sari Septiani. I am studying at President University majoring in

Management and taking a concentration in International Business. Please allow me
to ask about your willingness to participate in filling out and answering all the
questions in this questionnaire. If you have an intend to buy organic food and live
in Indonesia, you can fill out this survey. This might take about 5-10 minutes of
your time. This research is used to arrange a thesis with the title “THE FACTORS
PURCHASE DECISIONS OF ORGANIC FOOD IN INDONESIA"
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I would like to emphasize that the data and information collected in this survey are
gathered and treated anonymously. The aim of this survey is not to assess or judge
answers, but to simply capture connections. Therefore, I would like to ask you to
respond honestly and state your true opinions regarding the questions asked.
Thank you for your help in advance!
Screening Questions
Do you know organic food? (Apakah kamu tahu tentang makanan organik?)
Yes (Iya)
No (Tidak)
Do you have the desire to buy organic food? (Apakah kamu mempunyai keinginan
untuk membeli makanan organik?)
Yes
No
PART 1 - RESPONDENT CHARACTERISTICS
1. Gender (Jenis Kelamin)
a) Female (Perempuan)
b) Man (Laki-Laki)
2. Age (Umur)
a) 17-22 Years old (Tahun)

b) 23-27 Years old (Tahun)
c) 28-32 Years old (Tahun)
d) > 32 Years old (Tahun)
3. Origin (Asal)
75
a) Sumatera
b) Jawa
c) Kalimantan
d) Sulawesi
e) Bali
f) Papua
4. How much is your monthly current income? (Berapa penghasilan bulanan Anda
saat ini?)
< Rp4.000.000
Rp4.000.000 - Rp8.000.000
Rp9.000.000 - Rp13.000.000
> Rp13.000.000
5. What is your education Background? (Apa latar belakang pendidikanmu?)
Senior High School (Sekolah Menengah Atas)
Diploma Degree (Gelar diploma)
Bachelor (Sarjana)
Postgraduate Degree (Gelar Pascasarjana)
Doctorate (Doktor)
6. What is your current occupation? (Apa pekerjaan anda saat ini?)
Civil/Private Sector Employee (Pegawai Negeri Sipil/Swasta)
Entrepreneur (Pengusaha)
Housewife (Ibu Rumah Tangga)
Student/College Students (Siswa/Mahasiswa)
PART 2 – HEALTH CONSCIOUSNESS
76
Please answer the statements below by selecting the scale the best suits you
Silahkan menjawab pernyataan dibawah ini dengan memilih skala yang paling
sesuai dengan anda
Scale 1: Strongly Disagree (Sangat Tidak Setuju)
Scale 2: Disagree (Tidak Setuju)
Scale 3: Neutral (Netral)
Scale 4: Agree (Setuju)
Scale 5: Strongly Agree (Sangat Setuju)
NO Health Consciousness 1 2 3 4 5
1 I reflect about my health
(Saya banyak merenungkan Kesehatan

saya)
2 I am self-conscious about my health

(Saya sadar diri tentang kesehatan
saya)
3 I am alert to changes in my health

(Saya waspada terhadap perubahan
kesehatan saya)
4 I am usually aware of my health

(Saya biasanya sadar akan kesehatan
saya)
5 I take responsibility for the state of my

health
(Saya bertanggung jawab atas kondisi

kesehatan saya)
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6 I am aware of the state of my health as
I go through the day
(Saya menyadari keadaan kesehatan

saya saat saya menjalani hari)
PART 3 - PERCEIVED QUALITY
sesuai dengan anda
NO Perceived Quality 1 2 3 4 5
1. The organic foods visual is
attractive
(Visual makanan organik
menarik)
2. The organic foods are healthy

(Makanan organik itu sehat)
3. The organic foods are tasty

(Makanan organik enak)
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4. The organic foods are fresh
(Makanan organik segar)
PART 4 – ENVIRONMENTAL AWARENESS
sesuai dengan anda
NO Environmental 1 2 3 4 5
awareness
1. Low carbon emissions are

important (such as methane
gas from animals
contributing to carbon
dioxide emissions)
Emisi karbon rendah itu
penting (seperti gas metana
dari hewan yang
berkontribusi terhadap
emisi karbon dioksida)
79
2. Balance and efficient in
resources use is important
Keseimbangan dan
efisiensi dalam
penggunaan sumber daya
adalah penting
3. Environmentally friendly
packaging is important
Kemasan ramah
lingkungan itu penting
4. Environmentally friendly
cultivation is important
Budidaya ramah
lingkungan itu penting
PART 5 – PURCHASE INTENTION
sesuai dengan anda
NO Purchase Intention 1 2 3 4 5
80
1. I am willing to buy
organic food while
shopping
Saya bersedia membeli
makanan organik saat
berbelanja
2. I will make an effort to

buy organic food in the
near future
Saya akan berusaha

membeli makanan
organik dalam waktu
dekat
3. I intend to buy organic

products because they
are more
environmentally
friendly
Saya berniat membeli
produk organik karena
lebih ramah lingkungan
PART 6 – PURCHASE DECISIONS
sesuai dengan anda
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No Purchase Decisions 1 2 3 4 5
1. I prefer to buy
environmentally friendly
products than non -green
products
(Saya lebih suka membeli
lingkungan produk ramah
daripada non-hijau
produk)
2. I would like to increase the

purchase/use of green
products for me
(Saya ingin meningkatkan
pembelian/penggunaan
produk hijau untuk saya)
3. I buy green products even

if they are more expensive
than the non - green ones.
(Saya membeli produk
hijau meskipun mereka
lebih mahal daripada non-
yang hijau.)
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4. I would recommend the
green products to my
friends and/or others
(Saya akan
merekomendasikan hijau
produk ke teman saya
dan/atau
yang lain)
83
APPENDIX 2
PLS ANALYSIS RESULT
Convergent Validity
Discriminant Validity
84
85
Reliability
Path Coefficient, T-Statistics, and P-Value
Direct Effect
Indirect Effect
86
APPENDIX 3
QUESTIONNAIRE RESPONSES
H H H H H H P P P P E E E E P P P P P P P
C C C C C C Q Q Q Q A A A A I I I D D D D
1 2 3 4 5 6 1 2 3 4 1 2 3 4 1 2 3 1 2 3 4
1 1 1 1 1 1 1 1 1 1 1 2 1 1 1 1 2 1 2 1 1
4 4 5 4 4 4 3 4 3 4 4 4 5 5 4 3 4 4 4 4 4
3 4 4 3 3 4 4 4 3 4 3 4 4 4 3 3 4 3 3 3 3
5 5 4 4 5 5 4 5 4 5 3 5 5 5 4 4 5 4 4 4 4
4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 4 4 4 4 4 5 5 4 4 4 4 4 4 4 4 4 5 4 4
3 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 3 5 4 5 3 4 3 4 4 4 4 3 4 4 4
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 4 4 4 3 3 4 4 4 4 5 3 3 4 4 3 4 3 3 3 3
5 4 4 4 4 4 1 5 4 5 4 5 4 4 5 5 5 5 5 5 5
4 2 3 3 4 4 4 4 2 4 4 4 4 4 4 4 4 2 4 3 5
1 4 1 2 3 4 4 2 4 4 4 4 5 2 1 3 5 2 3 3 3
4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 3 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 4
5 4 4 4 4 5 4 5 5 4 4 4 5 5 4 5 5 4 5 5 4
4 4 5 4 5 5 3 3 3 3 3 4 4 4 3 3 3 3 3 3 3
5 4 4 4 5 4 4 4 4 4 4 5 5 5 4 3 4 4 4 3 4
4 4 4 4 4 4 4 4 4 4 4 3 3 5 4 2 3 3 4 2 5
4 4 4 5 5 4 3 4 4 5 3 4 5 5 4 4 4 3 3 3 4
5 5 5 5 5 5 4 5 3 5 4 4 4 5 5 5 5 5 5 5 5
3 4 4 4 4 5 4 4 4 5 4 5 5 5 5 4 4 4 3 4 4
3 5 5 5 5 5 3 5 5 5 4 5 5 5 5 4 5 5 5 5 5
3 4 4 5 5 4 3 4 3 4 3 4 5 5 4 3 2 3 4 4 3
4 4 3 4 4 4 4 4 4 4 2 3 4 4 5 4 4 4 4 4 4
4 3 3 3 3 3 3 4 3 3 3 4 5 5 3 3 3 3 3 3 3
4 5 3 4 5 4 4 3 3 4 3 4 4 4 4 4 4 4 4 3 4
3 4 3 3 4 4 2 5 3 4 4 5 5 5 3 4 3 3 3 2 2
5 4 4 5 4 5 3 4 2 3 3 3 5 4 3 3 5 3 3 2 3
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 2 4 2 3 4 4 5 4 3 4 4 3 3 3 3
4 5 4 4 4 5 3 5 5 5 4 5 5 5 5 5 5 4 5 4 5
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
87
3 5 5 5 5 3 4 4 4 5 4 4 4 4 3 3 3 3 3 3 3
4 4 4 4 4 4 2 4 2 4 3 3 4 2 3 4 4 4 3 2 4
4 4 4 4 4 4 5 5 3 4 4 4 5 4 3 4 2 4 4 2 3
1 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 3 4 5 5 5 5 3 3 3 3 2 5 3 3 2 3 2 2 2
5 5 4 4 5 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
1 1 1 1 1 1 1 1 2 1 3 2 1 1 3 1 1 1 1 1 1
5 5 4 3 3 4 4 5 3 3 5 5 5 5 4 2 4 3 4 4 4
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
3 4 4 4 4 4 4 4 5 5 4 4 5 4 4 5 4 4 5 3 4
4 5 5 5 4 5 5 4 4 5 5 5 5 5 5 4 4 4 4 4 4
5 4 4 5 4 5 3 5 5 5 5 5 5 5 5 4 5 2 5 5 5
3 4 5 4 4 4 4 4 5 4 4 5 5 4 4 4 5 4 4 5 3
5 5 4 4 4 5 4 5 5 5 5 5 5 5 5 4 4 4 5 5 4
5 5 3 4 5 5 3 4 5 5 4 5 5 5 4 3 4 2 4 4 4
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
3 4 4 4 4 3 3 4 3 4 4 4 5 5 3 3 3 3 4 3 3
3 4 5 4 5 5 5 5 4 5 4 5 5 5 3 3 4 5 4 4 5
4 4 4 2 4 4 3 5 3 4 4 4 5 5 3 3 2 4 3 2 3
4 5 5 3 5 5 4 5 4 5 3 3 5 5 4 4 4 3 4 4 4
3 5 4 4 4 4 4 5 4 4 4 5 5 4 4 4 4 4 4 4 5
5 5 5 5 5 5 4 4 4 4 3 4 5 5 5 3 3 3 4 4 3
5 4 5 4 5 5 4 5 4 4 4 5 5 5 5 5 5 5 5 5 3
4 5 5 5 5 5 3 5 3 5 3 3 5 5 4 3 4 3 3 3 3
5 4 4 4 5 4 3 5 4 5 4 4 5 4 4 4 4 4 4 4 4
4 4 4 4 4 4 3 3 3 3 3 4 4 4 3 3 3 3 3 3 3
3 3 4 4 4 4 3 4 4 4 4 4 4 4 4 3 4 3 3 3 3
5 5 5 4 5 5 3 3 4 3 4 4 5 5 3 3 4 5 4 4 3
4 4 4 4 4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 5 3 4 4 5 2 3 3 4 5 4 3 4 4 1 4 3 5 5 3
5 5 4 5 5 5 3 5 3 5 4 4 5 5 5 4 4 4 5 5 3
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 3 5 4 4 4 5 5 5 3 2 3 4 4 4 4
4 5 4 4 5 4 4 4 4 5 5 4 4 4 4 4 5 4 4 4 4
3 4 4 4 4 4 3 5 3 5 3 4 5 5 4 3 3 3 4 3 3
3 4 4 4 5 4 3 4 3 3 3 3 4 4 3 3 3 3 3 3 3
5 5 4 5 5 4 3 5 4 5 3 4 4 4 3 3 3 3 4 3 4
4 4 4 4 4 4 3 5 2 4 5 4 5 5 3 4 4 3 4 3 4
4 5 5 5 5 5 4 5 2 4 5 5 5 5 4 4 4 5 4 4 4
5 4 4 4 5 4 3 4 3 4 3 4 4 4 4 4 4 4 4 4 4
5 4 5 4 5 4 3 4 3 3 4 4 5 5 4 3 4 4 4 4 5
5 5 5 4 5 4 4 5 3 4 4 4 5 5 5 5 3 3 4 3 4
4 4 3 4 5 5 4 5 4 5 4 4 5 5 4 2 5 3 3 2 4
88
4 4 4 4 5 5 5 5 2 5 5 5 5 5 5 3 5 3 4 3 2
4 3 4 4 4 4 3 4 4 4 3 4 4 4 4 4 4 3 4 3 4
4 4 5 5 5 5 2 5 3 5 5 5 5 5 4 3 4 3 4 4 3
4 5 5 5 5 4 4 5 4 4 5 5 5 5 4 4 4 4 4 4 4
4 5 5 4 5 4 3 4 2 3 5 5 5 5 3 3 4 4 3 2 4
4 5 5 4 5 4 3 4 2 3 5 5 5 5 3 3 4 4 3 2 4
5 5 4 4 5 5 3 4 2 4 3 5 4 4 4 3 3 4 4 4 3
5 5 5 5 5 5 1 1 1 1 5 5 5 5 5 5 5 5 5 5 5
4 4 4 4 4 4 4 4 4 4 3 3 4 4 4 4 4 3 3 4 3
3 3 4 4 5 3 3 4 3 4 3 5 5 5 3 3 4 3 3 2 4
4 3 4 4 5 4 1 4 2 3 4 5 3 4 3 3 3 3 2 2 3
4 3 4 3 5 4 3 5 4 5 5 5 5 5 4 3 4 3 4 4 3
4 4 3 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 4 4 5 5 5 5 5 4 5 5 5 4 4
4 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 4 4 4 4 4 4 5 5 4 5 5 3 4 4 4
5 5 5 4 4 4 4 4 3 5 5 5 5 5 3 4 4 3 4 4 4
5 5 5 5 5 5 4 5 4 5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 3 5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 5 5 5 5 5 5 5 5 3 3 4 4 3 3 4
3 3 3 3 4 5 5 5 4 5 5 5 5 5 4 3 3 5 5 3 3
4 2 1 1 1 2 3 1 2 1 2 1 1 1 2 2 1 2 2 2 2
5 5 5 5 5 5 4 5 4 4 4 4 5 5 4 4 4 4 4 4 5
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 4 5 5 5 5 4 5 4 5 4 5 5 5 4 4 5 5 4 3 4
3 4 4 3 3 3 4 4 3 3 3 4 5 5 3 3 3 3 4 3 4
5 5 5 5 5 5 4 4 3 4 4 4 5 5 3 3 4 4 4 3 2
4 5 4 4 5 4 4 5 4 4 4 5 4 5 4 5 5 4 5 5 4
4 5 5 4 5 4 4 5 4 5 4 5 4 5 5 4 5 4 5 4 5
4 4 4 4 4 5 4 4 4 4 4 4 4 5 4 5 4 4 5 4 4
4 4 5 4 4 4 4 5 4 4 4 4 5 5 5 4 4 4 4 4 4
1 5 1 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 4 5 4 4 5 5 4 5 4 4 5 5 4 4 5 4 5 4 4 5
5 5 4 4 5 4 5 4 4 5 5 4 4 5 5 5 4 4 5 4 5
4 4 4 4 4 4 5 5 4 5 4 4 5 5 5 4 4 4 5 4 4
3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 5 5 5 5 5 2 5 1 5 5 5 5 5 4 3 5 4 4 3 3
3 3 4 3 3 3 5 5 4 4 4 5 5 5 4 3 3 4 4 3 3
3 4 3 4 4 2 4 4 3 4 3 3 4 3 4 4 3 4 3 3 3
4 4 4 3 5 4 5 5 4 5 3 5 5 5 4 4 4 3 5 4 4
4 5 4 5 5 5 4 5 4 5 5 5 5 5 5 5 4 5 5 4 5
89
4 4 4 3 4 4 4 4 3 3 4 4 4 4 3 3 3 3 3 3 3
4 4 5 5 4 5 5 5 4 4 5 5 5 5 4 4 4 5 5 4 4
3 4 3 3 3 4 2 3 3 5 4 3 3 3 3 2 2 3 3 2 2
3 5 2 3 5 4 3 4 2 3 3 4 5 4 3 3 4 4 3 1 3
4 4 5 5 4 5 4 5 5 4 5 4 5 4 4 5 5 5 4 5 4
4 5 5 4 5 4 4 5 4 5 5 5 5 4 4 5 5 4 5 4 5
5 5 5 5 5 5 3 5 5 5 5 5 5 5 5 5 5 5 5 5 5
5 4 4 4 4 5 3 5 4 5 4 5 5 5 3 3 4 2 3 4 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 4 5 5 5 5 5 5 5 5 5 5 5 4 4 4 4 4
5 5 5 5 5 5 5 4 4 5 4 4 4 4 4 4 4 4 4 4 4
4 5 4 4 5 4 4 5 3 4 4 3 5 5 4 3 4 4 3 5 4
5 5 5 4 5 4 4 5 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 4 5 4 4 4 3 4 4 4 4 4 4 4 4 3 4 4 3
4 4 5 5 5 4 2 4 4 4 4 5 5 4 4 4 5 2 4 4 4
5 5 4 5 4 5 2 5 1 5 4 5 4 4 4 2 4 2 4 2 4
5 4 4 4 5 5 4 5 5 4 5 5 4 4 4 4 5 5 4 5 4
5 5 5 5 5 4 4 4 4 4 4 4 4 4 5 4 4 3 4 4 4
5 5 5 5 5 5 1 5 2 4 5 5 1 4 5 5 2 5 4 1 1
2 3 4 4 5 4 3 4 3 3 4 4 4 4 4 3 4 3 3 3 4
3 3 4 4 4 5 4 3 4 4 4 3 4 3 3 4 4 4 3 3 4
3 4 4 3 4 3 4 4 4 4 3 4 5 4 4 4 3 3 3 2 3
5 4 4 5 4 5 4 5 4 5 5 4 4 4 4 5 5 4 4 4 4
3 4 4 4 4 3 4 4 4 4 4 4 4 5 5 4 5 4 4 5 5
5 4 5 5 5 5 5 5 4 5 5 5 5 5 4 5 5 5 5 4 5
5 5 5 5 5 5 4 5 4 5 5 4 5 5 4 5 5 4 5 5 5
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
4 4 4 5 5 4 4 5 2 4 4 4 4 4 5 4 4 4 4 4 4
3 4 4 3 4 4 2 4 3 4 4 4 4 4 3 2 3 2 4 2 2
5 4 5 5 4 4 5 5 4 4 5 5 5 4 4 4 5 5 5 5 4
4 4 4 4 4 4 4 4 4 5 4 4 5 5 4 4 4 4 4 4 5
4 4 5 4 5 4 4 5 5 5 5 4 5 4 4 5 4 4 5 4 4
5 5 5 4 4 5 5 5 5 5 5 5 5 5 5 5 5 4 4 5 5
4 5 4 5 5 4 4 5 5 4 5 4 4 5 5 5 4 5 4 4 5
4 4 5 5 4 4 4 5 4 4 4 4 5 5 5 5 4 4 4 4 5
5 5 4 5 5 5 5 5 4 5 5 5 4 4 5 5 5 5 5 5 5
5 5 5 1 1 1 1 3 1 3 1 3 1 2 2 2 2 2 2 2 2
5 5 4 4 5 4 5 5 5 5 5 5 5 5 4 5 5 5 5 4 5
5 5 5 4 4 5 2 5 2 5 4 5 5 5 4 2 4 4 5 4 5
1 5 2 3 3 2 1 5 3 5 1 4 2 5 1 4 2 1 5 3 4
4 5 4 4 4 4 4 4 4 5 4 4 4 4 5 4 4 4 4 4 5
3 3 4 4 4 4 3 3 2 3 4 3 5 5 4 4 3 3 3 2 3
4 4 4 4 4 4 4 5 5 5 5 5 5 5 5 5 5 5 5 5 5
90
4 4 2 3 4 4 4 4 3 5 4 4 4 4 4 4 4 4 4 4 4
4 4 5 4 5 4 4 4 4 4 4 4 5 5 4 2 4 4 5 4 4
4 4 4 4 4 4 2 4 2 4 2 4 4 4 4 4 4 2 4 4 4
5 5 5 4 5 4 2 5 2 5 5 5 4 5 2 2 5 4 2 2 5
4 5 3 5 5 4 5 5 3 4 4 4 5 5 3 4 4 2 4 3 3
5 5 5 5 5 5 5 5 4 5 5 5 5 5 5 3 4 4 5 5 4
4 4 5 4 5 4 4 5 4 5 4 5 4 5 4 5 4 4 5 4 5
4 5 5 4 4 4 5 5 4 5 5 4 4 5 4 5 5 4 4 4 4
4 5 4 5 5 5 5 4 5 4 5 5 5 5 5 5 5 4 5 5 4
4 5 4 4 5 4 3 4 4 5 5 4 5 5 3 4 5 3 4 5 4
5 5 4 5 4 5 5 5 4 5 5 5 4 5 5 5 4 5 4 4 4
5 5 5 5 3 4 3 3 4 3 3 2 3 5 3 3 3 3 3 2 3
5 4 4 4 4 4 4 4 4 4 5 5 5 4 4 4 3 4 5 5 4
4 4 4 4 4 4 3 5 4 4 3 4 4 5 4 4 4 3 3 2 3
1 1 1 1 1 5 1 2 2 1 1 1 1 1 1 1 1 1 1 1 2
91

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THE FACTORS INFLUENCE ON CONSUMERS

PURCHASE INTENTION AND PURCHASE

In my capacity as an active student of President University and as the

Name : Jerni Sari Septiani

I hereby declare that my undergraduate thesis/final project/business

Cikarang, 24 February 2023

Jerni Sari Septiani

As a student of the President University, I, the undersigned:

Name : Jerni Sari Septiani

Student ID number : 014201900048

Study program : Management

THE FACTORS INFLUENCE ON CONSUMERS PURCHASE

This statement I made in truth.

Jerni Sari Septiani

THE FACTORS INFLUENCE ON CONSUMERS

Title of Thesis PURCHASE INTENTION AND PURCHASE

1. The Author hereby assigns to President University the copyright to the

6. The Author declares that any named person as co – author of the

Name: Jerni Sari Septiani

As a lecturer of the President University, I, the undersigned:

Advisor’s Name : Filda Rahmiati, BBA., MBA

declare that following thesis :

Title of undergraduate thesis : THE FACTORS INFLUENCE ON

Undergraduate Thesis author : Jerni Sari Septiani

Student ID number : 014201900048

will be published in journal.

Cikarang, 24 February 2023

(Filda Rahmiati, BBA., MBA)

Organic products in Indonesia represent 0.03% of global demand. Health problems

Keywords: Organic Food, Environmental Awareness, Purchase Intention,

4. To my boyfriend Jordan Tanzares who always sponsors consumption at

7. To all respondents of this research, deepest gratitude for the contribution,

Cikarang, 24 February 2023

Jerni Sari Septiani

PANEL OF EXAMINERS APPROVAL SHEET ............................................ i

STATEMENT OF ORIGINALITY .................................................................. ii

SCIENTIFIC PUBLICATION APPROVAL FOR ACADEMIC INTEREST

CONSENT FOR INTELLECTUAL PROPERTY RIGHT ............................ iv

ADVISOR’S APPROVAL FOR PUBLICATION ........................................... vi

PLAGIARISM RESULT/TURNITIN ............................................................. vii

GPTZERO RESULT ...................................................................................... viii

TABLE OF CONTENT ................................................................................... xii

LIST OF TABLES .......................................................................................... xvi

LIST OF FIGURES ....................................................................................... xvii

CHAPTER 1 INTRODUCTION ....................................................................... 1

1.1 Background of Problem .............................................................................. 1

1.2 Problem Statement ..................................................................................... 8

1.2.1 Scope and Limitation ......................................................................... 10

1.3 Research Questions .................................................................................. 10

1.4 Outline of the Research ............................................................................ 10

CHAPTER II LITERATURE REVIEW ....................................................... 12

2.1 Review of Literature................................................................................. 12

2.1.1 Organic Food..................................................................................... 12

2.1.2 Purchase Decisions ............................................................................ 12

2.1.3 Purchase Intention ............................................................................. 13

2.1.5 Perceived Quality .............................................................................. 15

2.1.6 Environmental Awareness ................................................................. 16

2.2. Hypothesis Development ......................................................................... 17

2.2.1 The Influence of Health Consciousness on Purchase Intention of Organic

2.2.2 The Influence of Perceived Quality on Purchase Intention of Organic

2.2.3 The Influence of Environmental Awareness on Purchase Intention of

2.2.4 The Influence of Purchase Intention on Purchase Decisions of Organic

2.2.5 The influence of Purchase Intention Mediates Health Consciousness and