PENGARUH ATTITUDE, PERSONAL NORMS, WILLINGNESS TO PAY TERHADAP PURCHASING BEHAVIOR MAKANAN ORGANIK DI SURABAYA
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Keywords:
Attitude, Personal Norms, Willingness To Pay, Purchasing Behavior
Abstract
The purpose of this research is to understand and analyze the influence of attitude, personal norms, and willingness to pay toward purchasing behavior of organic food in Surabaya. Data processing was conducted using SPSS 18 for Windows and Amos Graphic 21 for Windows. The sampling technique that used is non-probability sampling with purposive sampling type. 150 respondents who qualify the specified characteristics of the population were the total of sample used in this research which distributed by online quetionaire.The result of this research that there was a positive influence between attitude on purchasing behavior, a positive influence between personal norms on purchasing behavior, and a positive influence between willingness to pay on purchasing behavior.
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References
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Andrea K. Moser , (2015)," Thinking green, buying green? Drivers of pro- environmental purchasing behavior ", Journal of Consumer Marketing, Vol. 32 Iss 3 pp. 167 – 175.
Arvola, A.; Vassallo, M.; Dean, M.; Lampila, P.; Saba, A.; Lahteenmaki, L. & Shepherd, R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behavior. Appetite, 50, 443–454.
Bortoleto, A.B. (2015). Waste prevention policy and behaviour: New approaches to reducing waste generation and its environmental impacts. Routledge, Oxon.
Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wisely, Reading, MA.
Ginsberg, J.M. and Bloom, P.N. (2004), “Choosing the right green marketing strategy”, MIT Sloan Management Review, Vol. 46 No. 1, pp. 79-84.
Ha, H.Y. and Janda, S. (2012), “Predicting consumer intentions to purchase energy-efficient products”, Journal of Consumer Marketing, Vol. 29 No. 7, pp. 461-469.
Hair, JR., Joseph E., Black, William C., Babin, Barry J., Anderson, Rolph E., 2010, Multivariate Data Analysis: A Global Perspective, Seventh Edition, Pearson.
Jansson, J., Marell, A. and Nordlund, A. (2010), “Green consumer behavior: determinants of curtailment and eco-innovation adoption”, Journal of Consumer Marketing, Vol. 27 No. 4, pp. 358-370.
Jedidi, K. and Jagpal, S. (2009), “Willingness to pay: measurement and managerial implications”, in Rao, V.R. (Ed.), Handbook of pricing research in marketing, Edward Elgar, Cheltenham, Northampton, pp. 37–60.
Jedidi, K. and Zhang, Z.J. (2002), “Augmenting conjoint analysis to estimate consumer reservation price”, Management Science, Vol. 48 No. 10, pp. 1350-1368.
Kim, H.Y. and Chung, J.E. (2011), “Consumer purchase intention for organic personal care products”, Journal of Consumer Marketing, Vol. 28 No. 1, pp. 40-47.
Mostafa, M.M. (2007), “Gender differences in Egyptian consumers’ green purchase behavior: the effects of environmental knowledge, concern and attitude”, International Journal of Consumer Studies, Vol. 31 No. 3, pp. 220- 9.
Miranti, Savira, 2012, Pengaruh Perbedaan Jenis Kelamin terhadap Perilaku Pembelian Produk Ramah Lingkungan di Jakarta, Skripsi, Fakultas Ekonomi Program Studi Magister Manajemen
Schwarz, E.J., Wdowiak, M.A., Almer-Jarz, D.A. and Breitenecker, R.J. (2009), “The effects of attitudes and perceived environment conditions on students’ entrepreneurial intent”, Education & Training, Vol. 51 No. 4, pp. 272-291.
Soon-Yau Foong Choo-Hong Khoo , (2015)," Attitude, learning environment and current knowledge enhancement of accounting students in Malaysia ", Journal of Accounting in Emerging Economies, Vol. 5 Iss 2 pp. 202 – 221
Van Doorn, J. and Verhoef, P.C. (2011), “Willingness to pay for organic products: differences between virtue and vice foods”, International Journal of Research in Marketing, Vol. 28 No. 3, pp. 167-180.
Wang, T., Venkatesh, R. and Chatterjee, R. (2007), “Reservation Price as a Range: An Incentive-Compatible Measurement Approach”, Journal of Marketing Research, Vol. 44 No. 2, pp. 200–213.
Wolcott, S.K., Baril, C.P., Cunningham, B.M., Fordham, D.R. and St Pierre, K. (2002), “Critical thought on critical thinking research”, Journal of Accounting Education, Vol. 20 No. 2, pp. 85-103.
http://agribisnis.net/opini/2/potensi-pertanian-organik-dan-pengembangan beras- organik-di-indonesia-tahun-2014
http://artikelduniawanita.com/pengertian-makanan-organik.html
http://industri.bisnis.com/read/20150130/99/397019/kementan-pertanian-organik- berkembang-pesat
http://www.dpkonsultan.com/sertifikasi-pangan-organik-konsultansertifikasi- pangan-organik-jasa-sertifikasi-organik-organic-certification-label-pangan- organik/
http://www.investphilippines.info/arangkada/competitiveness/environmental- performance-index/
Andrea K. Moser , (2015)," Thinking green, buying green? Drivers of pro- environmental purchasing behavior ", Journal of Consumer Marketing, Vol. 32 Iss 3 pp. 167 – 175.
Arvola, A.; Vassallo, M.; Dean, M.; Lampila, P.; Saba, A.; Lahteenmaki, L. & Shepherd, R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behavior. Appetite, 50, 443–454.
Bortoleto, A.B. (2015). Waste prevention policy and behaviour: New approaches to reducing waste generation and its environmental impacts. Routledge, Oxon.
Fishbein, M. and Ajzen, I. (1975), Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wisely, Reading, MA.
Ginsberg, J.M. and Bloom, P.N. (2004), “Choosing the right green marketing strategy”, MIT Sloan Management Review, Vol. 46 No. 1, pp. 79-84.
Ha, H.Y. and Janda, S. (2012), “Predicting consumer intentions to purchase energy-efficient products”, Journal of Consumer Marketing, Vol. 29 No. 7, pp. 461-469.
Hair, JR., Joseph E., Black, William C., Babin, Barry J., Anderson, Rolph E., 2010, Multivariate Data Analysis: A Global Perspective, Seventh Edition, Pearson.
Jansson, J., Marell, A. and Nordlund, A. (2010), “Green consumer behavior: determinants of curtailment and eco-innovation adoption”, Journal of Consumer Marketing, Vol. 27 No. 4, pp. 358-370.
Jedidi, K. and Jagpal, S. (2009), “Willingness to pay: measurement and managerial implications”, in Rao, V.R. (Ed.), Handbook of pricing research in marketing, Edward Elgar, Cheltenham, Northampton, pp. 37–60.
Jedidi, K. and Zhang, Z.J. (2002), “Augmenting conjoint analysis to estimate consumer reservation price”, Management Science, Vol. 48 No. 10, pp. 1350-1368.
Kim, H.Y. and Chung, J.E. (2011), “Consumer purchase intention for organic personal care products”, Journal of Consumer Marketing, Vol. 28 No. 1, pp. 40-47.
Mostafa, M.M. (2007), “Gender differences in Egyptian consumers’ green purchase behavior: the effects of environmental knowledge, concern and attitude”, International Journal of Consumer Studies, Vol. 31 No. 3, pp. 220- 9.
Miranti, Savira, 2012, Pengaruh Perbedaan Jenis Kelamin terhadap Perilaku Pembelian Produk Ramah Lingkungan di Jakarta, Skripsi, Fakultas Ekonomi Program Studi Magister Manajemen
Schwarz, E.J., Wdowiak, M.A., Almer-Jarz, D.A. and Breitenecker, R.J. (2009), “The effects of attitudes and perceived environment conditions on students’ entrepreneurial intent”, Education & Training, Vol. 51 No. 4, pp. 272-291.
Soon-Yau Foong Choo-Hong Khoo , (2015)," Attitude, learning environment and current knowledge enhancement of accounting students in Malaysia ", Journal of Accounting in Emerging Economies, Vol. 5 Iss 2 pp. 202 – 221
Van Doorn, J. and Verhoef, P.C. (2011), “Willingness to pay for organic products: differences between virtue and vice foods”, International Journal of Research in Marketing, Vol. 28 No. 3, pp. 167-180.
Wang, T., Venkatesh, R. and Chatterjee, R. (2007), “Reservation Price as a Range: An Incentive-Compatible Measurement Approach”, Journal of Marketing Research, Vol. 44 No. 2, pp. 200–213.
Wolcott, S.K., Baril, C.P., Cunningham, B.M., Fordham, D.R. and St Pierre, K. (2002), “Critical thought on critical thinking research”, Journal of Accounting Education, Vol. 20 No. 2, pp. 85-103.
http://agribisnis.net/opini/2/potensi-pertanian-organik-dan-pengembangan beras- organik-di-indonesia-tahun-2014
http://artikelduniawanita.com/pengertian-makanan-organik.html
http://industri.bisnis.com/read/20150130/99/397019/kementan-pertanian-organik- berkembang-pesat
http://www.dpkonsultan.com/sertifikasi-pangan-organik-konsultansertifikasi- pangan-organik-jasa-sertifikasi-organik-organic-certification-label-pangan- organik/
http://www.investphilippines.info/arangkada/competitiveness/environmental- performance-index/
Published
2018-03-01
Section
Bidang Manajemen (M)
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