Consumers' attitude and intention towards organic food purchase : an extension of theory of planned behavior in gender perspective

The objective of this research was to study the variables affecting the consumer attitude to buy organic food that in turn affects the purchasing intention. Theory of Planned Behavior (TPB) was used to explain this. The study variables include health consciousness, environmental consciousness, organic food price, attitude, subjective norm, intentions to purchase organic food and gender. Survey method was used, with the sample containing 200 respondents intending to purchase organic food in Surakarta City, Indonesia. The analysis method employed was structural equation model (SEM). The results of research showed that health consciousness and environmental consciousness were the determinants of an individual's positive attitude to buy organic food. The effect of gender difference on attitude, intention, and behavior of purchasing organic food confirmed the previous studies descriptively stating that gender affects the organic food purchasing behavior. The implication of study is that in the future, the marketers should expose the usefulness of organic food for health and environmental maintenance to make the target consumer more motivated to buy organic food. In addition, market segmenting should be carried out based on gender.