The Relationship between Perceived Value, Attitude and Behaviour towards Purchasing Organic Products (Case Study in Indonesia)

Purpose: This research work attempts to review the effect of determinants like perceived uniqueness and perceived healthiness as well as attitude amongst the consumers towards their purchase intention of organic food, which subsequently results in the actual purchase. Design/Method/Approach: Quantitative approaches and explanatory research are used in this study. This research data was collected by means of a questionnaire distributed across a sample of consumers living in Indonesia. An online survey was used and conducted in November 2022 in Indonesia to measure this research. The sample, which was collected through the online survey using Google Form, consisted of 780 participants and was representative of gender, age, and region. Actually 800 participants were contacted to participate in the survey, but only 780 participants responded to the online survey. Findings: The first objective of this study was to test the ability of the extended Value Attitude Behaviour (VAB) model to explain the consumption of organic food products by Indonesian consumers. The results show a good fit of the data. The third hypothesis was confirmed because attitudes are closely related to organic food consumption. Organic food products were considered and perceived as something unique and natural; therefore, they provided a favorable attitude among the part of the respondents. Theoretical Implications: The study contributes to existing literature on organic food products especially about variables used in this study. In addition, in this study, consumers' perception of organic food products as unique, natural, healthy and sustainable was positively related to their overall attitudes. Practical Implications: Given the high production costs and limited quantities of organic food products, marketers should present and promote (through packaging and stores) organic food products as the ones of unique quality and should emphasize their natural character. Originality/Value: This paper provides a comprehensive overview and links the literature on organic food consumption to Value Theory and the Theory of Planned Behaviour, including the role of perceived uniqueness and healthiness. The proposed integration of perceived uniqueness and healthiness in an organic food consumption model leads to interesting hypotheses and recommendations for policy makers, researchers and stakeholders involved in the organic food market. Research Limitations/Future Research: This study provides a good indication regarding consumers’ attitudes, perceived naturalness, and perceived uniqueness of organic food products. However, as only 55% of the respondents had consumed organic food products, the attitude and beliefs of 45% of the respondents were not based on actual experience, but on expectations and beliefs. We believe consumers’ attitudes and beliefs may differ after trying organic food. Therefore, it would be interesting to study eventual variations in attitudes and beliefs before and after trying organic food products. Paper Type: Empirical JEL Classification: D11, M31, Q13