Citation:

Nabilah Permatasari, Fatchur Rohman, Radhita Dwi Vaya Hapsari. "The Influence of Health Consciousness, Food Safety Concern, Subjective Norm, Perceived Behavioral Control on Organic Rice Purchase Intention Mediated by Attitude: A Study on Millennial Generation in East Java" International Research Journal of Economics and Management Studies, Vol. 3, No. 7, pp. 184-194, 2024.

Abstract:

This research examines the purchase intention of organic rice among millennial consumers in East Java. The objective is to evaluate the impact of health consciousness, food safety concerns, subjective norms, and perceived behavioral control on purchase intention, with attitude as a mediating factor. The study's population consists of millennials in East Java who have never bought organic rice. A sample of 150 respondents was selected through purposive sampling. The data analysis was conducted using Partial Least Squares (PLS) method with SMART PLS 3.3.9. The findings reveal that health consciousness does not significantly influence the purchase intention of organic rice, while food safety concern exerts a positive effect. All variables from the Theory of Planned Behavior (TPB) were found to have a direct impact on the purchase intention of organic rice. A complete mediating variable in the link between purchase intention and health consciousness was found to be attitude. Furthermore, the association between purchase intention and food safety concerns is partially mediated by attitude. This study enhances the understanding of organic rice purchase intention by reinforcing the constructs of TPB, health consciousness, and food safety concerns.

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Keywords:

Health consciousness, Food safety concern, Theory of Planned Behavior (TPB), Purchase intention, Organic rice.