Laurentia Verina Halim Secapramana

Universitas Surabaya, Faculty of Psychology, 

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Ang Leonard Gunawan Katargo

Universitas Surabaya, Master of Management Program

Faculty of Business and Economics






The issue of environmental pollution in modern life presents its threat to human life, while at the same time public awareness of health issues increased. Organic food offers a solution to the problem of healthy foods and beverages and drives the growth of the organic product market. The following research aims to explain how the information revealed on organic food labels and perceived organic knowledge influences consumers' trust and attitudes towards organic foods, which in turn together with subjective norms ultimately affects the purchase intentions. A total of 206 respondents answered the questionnaire shared online and analysed using SEM (Structural Equation Modelling). The results showed that perceived knowledge did not significantly influence attitudes toward organic food. Revealed information influences positive attitudes and trust about organic food which in turn together with subjective norms positively influence subsequent purchase intentions.

Keywords: Purchase intention, perceived knowledge, revealed information, theory of reasoned action, organic food

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