The Role of Consumer Green Assurance in Strengthening the Influence
of Purchase Intentions on Organic Vegetable Purchasing Behavior:
Theory of Planned Behavior Approach
YUGI SETYARKO*, NOERMIJATI NOERMIJATI, MINTARTI RAHAYU,
SUDJATNO SUDJATNO
Management Department,
Brawijaya University,
Jl. MT. Haryono 165 Malang, Malang,
INDONESIA
*Corresponding Author
Abstract: - This research aims to predict organic vegetable purchasing behavior by testing the three predictors
in the Theory of Planned Behavior (TPB) which include attitudes (ATT), subjective norms (SN), and perceived
behavioral control (PBC), as well as using consumer green assurance (CGA) to fill the gap that occurs in
purchasing intentions (PI) and PBC towards purchasing behavior (PB). The population in this study are organic
vegetable consumers spread across the Jakarta area. Data collection from 242 respondents was carried out using
the purposive sampling method. Data processing uses PLS-SEM with the help of SmartPLS 4.0. The research
results show that ATT and PBC directly influence PI, while SN does not affect PI. Furthermore, PI and PBC
directly influence PB. CGA, as moderation, strengthens the influence of PI and PBC on PB. Theoretical
contribution of this research is NS is not always a strong predictor of Intention to carry out a specific behavior.
The presence of CGA in the TPB model can fill the gap between intentions and actual conduct. The implication
results of this study indicate that it is necessary to carry out outreach efforts about the health and environmental
benefits of consuming organic vegetables to increase subjective norms in society. Respondents' understanding
of the term organic is different from one another, so there are differences in perception in assessing organic
vegetables.
Key-Words: - Theory of Planned Behavior, Include Attitudes, Subjective Norms, Behavioral Control,
Consumer Green Assurance, Purchasing Behavior, Purchasing Intentions.
Received: August 3, 2023. Revised: March 4, 2024. Accepted: April 26, 2024. Published: May 17, 2024.
1 Introduction
Vegetables as horticultural commodities have
nutritional value, essential for human health.
Vegetables that have high nutritional content are not
only used for daily healthy food consumption but
also for traditional medicine. Organic vegetables, as
one of the product choices that fall into the healthy
food category, are believed to be free from
chemicals and pesticides in production. The primary
motivation for consumers to choose an organic
product is because of the impact of organic products
on health problems, [1]. Consumers consume
organic vegetables due to the urge to get a better
quality of life through several advantages found in
organic vegetables, namely without chemicals and
pesticides and free from GMOs (genetically
modified organisms), a type of food that is very
toxic and is linked to tumors. [2], stated that healthy
and highly nutritious vegetables can be produced
using an organic farming system. Currently, the
consumption of organic vegetables is spreading to
restaurants, hotels, restaurants, and catering that
offer healthy food menus. From many users of
organic agricultural products, it turns out that not
only consumers as direct users consume organic
vegetables, but business people are also starting to
look at organic agricultural products as raw
materials for processed food.
Identification of previous research has yet to
show precise research results regarding the findings
produced. Discrepancies in research results between
one study and other similar research give rise to
research gaps where further analysis can be carried
out. Several previous research results show that
there is a gap in purchasing intentions towards
purchasing behavior and PBC toward purchasing
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behavior, as follows: 1. The gap between purchasing
intentions and purchasing behavior
The gap between intentions and actual behavior
indicates what consumers say they will buy and
what they do in their purchasing behavior, [3] and
[4]. This gap is known as the intention-behavior
gap, [5], [6], [7], [8], [9] and [10]. Research by [11],
states that consumer trust is the main requirement to
be met in building a market, especially for goods
that can be trusted, such as organic products set at a
premium price. Consumer distrust in the control
system and the authenticity of the food being sold.
as an organic product has a significant negative
impact on purchasing behavior. Apart from the
studies described above, other studies have been
found that show that there is no influence of
Intention on behavior, [5], [7], [12], [13], [14], [15],
and [16].
2. PBC gap in purchasing behavior
[17], research on factors influencing consumer
purchasing intentions and purchasing behavior for
organic vegetables in Brazil. The research results
show that perceptions of PBC influence purchasing
behavior for organic vegetables. Research by [18],
regarding purchasing behavior for environmentally
friendly products shows that perceptions of PBC
significantly affect purchasing behavior for
ecologically friendly products. The gaps in several
previous studies that have been stated above open
up holes for research to be carried out by generating
the following novelties:
1. The CGA variable was added as moderation to
fill the gap between purchasing intentions and
organic vegetable purchasing behavior.
2. The CGA variable was added as moderation to
fill the gap between PBC and organic vegetable
purchasing behavior.
The aim of the research was to predict and find
the outcome of organic vegetable purchasing
behavior by implementing the Theory of Planned
Behavior (TPB) concept, which consists of
consumer attitudes, subjective norms (SN), and PBC
toward organic vegetable purchasing behavior in
Jakarta.
2 Literature Review and Hypothesis
Development
2.1 Theory of Planned Behavior
The basic theory used in this research is the
TPB, [19]. This theory is a behavioral theory that is
often used in various studies to project consumer
behavioral tendencies. This theory helps predict and
understand the motivational influence on behavior
that the individual does not control. Apart from that,
TPB is also used to identify and determine strategic
direction for changing individual behavior. The
foundation of the TPB is the idea that people are
rational beings who use the knowledge at their
disposal in a systematic manner.
The TPB was developed from the theory of
Reasoned Action (TRA) presented by [20]. [20],
expanded the idea into TPB. This theory is used to
study and develop the various factors considered to
intervene in human behavior, [21]. According to
TRA, a person acts in a certain way because they
are interested in or want to do so. TRA connects
beliefs (beliefs), attitudes (attitudes), desires
(intentions), and behavior (behavior). Recognizing
the intended individual is the best approach to
forecasting their behavior, as intention is the
strongest predictor of behavior. However, it should
also be noted that a person can make judgments
based on entirely different reasons (not always
based on Intention). An essential concept in this
theory is focus attention (salience), namely
considering something necessary.
2.2 Hypothesis Development
2.2.1 Attitude and Purchase Intention
The main factor that now accurately predicts
environmentally conscious intentions and actions is
attitude, [22] and [23]. Attitude is an individual's
feelings, evaluations, and tendencies towards an
object that are relatively consistent, [24]. Attitude is
a person's thoughts about liking or disliking
something, as well as staying away from or
approaching something. In the context of this
research, it is more about feelings of liking or
disliking organic food. If the consumer has a good
perception, then he will consume organic food, this
is what will encourage consumers to increase their
purchase intention towards organic food. This
explanation is following the TPB, [19] which
explains that attitude is one of the most important
factors influencing consumer intentions and
behavior in choosing a product. The degree to which
a behavior's performance is appraised favorably or
unfavorably is its attitude toward it, [25]. Attitudes
toward behavior are determined by a combination of
individual beliefs regarding the positive and adverse
consequences of behavior with the individual's
subjective value towards each result of that
behavior, [19]. Consumers with a positive attitude
towards environmentally friendly products tend to
make environmentally friendly purchases. Previous
studies show that a large number of consumers hold
positive opinions about consuming organic food and
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purchasing such products, [26] and [27]. Australian
students' opinions and intentions about organic
products were found to be significantly positively
correlated, as demonstrated by tests conducted by
[28]. According to a 2015 Iranian study by [29],
attitude was the best indicator of young customers'
intention to buy organic food. Based on the
description above, the hypothesis is stated as
follows:
H1: Attitude has a significant effect on purchase
intention
2.2.2 Subjective Norms and Purchase Intention
Subjective norms are the pressure someone feels
from their social environment about whether they
should carry out a behavior. A subjective norm is a
perception that there is social pressure to participate
in an action or not, [25]. SN are social influences a
person feels to show specific behavior, [30].
Normative beliefs, or SN, which are beliefs about
the expectations of important individuals on the
underlying behavior of caving into perceived social
pressure, also influence human behavior, [31] and
[32]. The context of SN in influencing intentions is
a person's evaluation of social pressures that
influence individuals to carry out or not carry out an
action. SN are behavior standards commonly
followed by social groups, [33]. [19], further
suggests that social pressure and compliance
motivation are a function of SN. Normative beliefs
within a person can be formed through more than
one group or individual who is their role model.
This explanation is following the TPB, [19] and
[34], which state that attitudes, subjective norms,
and PBC are three direct predictors of intentions
which are proximal predictors of behavior. Based on
the description above, the hypothesis is stated as
follows:
H2: Subjective norms have a significant effect on
purchase intention
2.2.3 PBC and Purchase Intention
Perception of behavioral control is an individual's
belief regarding how much power they have to exert
certain behaviors. PBC can also be interpreted as
perceiving ease in carrying out certain behaviors.
PBC is determined by factors that can facilitate or
hinder a person's ability to carry out the behavior.
PBC describes consumers' feelings about their
ability to carry out specific behaviors (self-efficacy).
According to the TPB, [25], an individual's
perception of control is based on their beliefs about
the importance of resources and their availability in
the form of equipment, compatibility, competence,
and opportunities. These beliefs can either help or
hinder an individual's ability to predict behavior.
This explanation is following the TPB, [19] and
[34], which state that attitudes, subjective norms,
and PBC are three direct predictors of intentions
which are proximal predictors of behavior. Based on
the description above, the hypothesis is stated as
follows:
H3: PBC has a significant effect on purchase
intention
2.2.4 PBC and Purchasing Behavior
In some cases, the performance of behavior depends
on the motivation to do it and solid control over the
behavior. PBC can directly impact behavior as well
as implicitly influence it through the intermediary
function of intention, [22] and [35]. It is anticipated
that the association between conduct and PBC will
only materialize when an individual's impression of
control and their actual control over behavior are
similar, [25]. Someone with a firm control belief
regarding the factors that facilitate certain behaviors
will have a high perception of being able to control
that behavior. This explanation is following the
TPB, [19] and [34] which state that attitudes,
subjective norms, and PBC are three direct
predictors of intentions which are proximal
predictors of behavior. Apart from that, this
explanation is also following the SOR Theory, [36],
which is based on the assumption that the cause of
changes in behavior depends on the quality of the
stimulus that communicates with the organism.
Based on the description above, the following
hypothesis is proposed:
H4: PBC has a significant effect on organic
vegetable purchasing behavior
2.2.5 Intention and Purchasing Behavior
As the direct precursor to action, intention serves as
a signal of someone's preparedness to carry out a
specific conduct. Intention indicates a person's
readiness to carry out specific behaviors and is
considered a direct determinant or cause of
behavior, [25]. Intention signifies the plan and
determination to carry out the targeted behavior.
Generally, a person shows intention towards a
behavior if they have evaluated it positively,
experienced social pressure to do it, and believe that
they have the opportunity and are capable of doing
it. By strengthening a person's Intention towards a
behavior, the possibility of the individual carrying
out that behavior increases. According to [37], in
their book entitled "Consumer Behavior," the
consumer behavior model describes the process that
consumers go through when making purchasing
decisions identified five stages, namely: problem
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recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase
behavior. This explanation is following the TPB,
[19] and [34], which state that attitudes, subjective
norms, and PBC are three direct predictors of
intentions which are proximal predictors of
behavior. Apart from that, this explanation is also
following the SOR Theory, [36], which is based on
the assumption that the cause of changes in behavior
depends on the quality of the stimulus that
communicates with the organism. Based on the
description above, the following hypothesis is
proposed:
H5: Purchase intention has a significant effect on
organic vegetable purchasing behavior
2.2.6 Purchase Intentions, Attitudes, and
Purchase Behavior
Intention is the consumer's desire to behave in a
certain way to own and use a product or service,
[38]. The literature on sustainable consumption
shows that several pragmatic barriers influence the
relationship between consumers' positive attitudes
and their actual consumption behavior, [39].
Research by [40], regarding organic vegetable
purchasing behavior in India shows that Intention
mediates the influence of attitude on purchasing
behavior. Consumers feel that buying organic food
is a pleasant and valuable behavior. This
explanation is following the TPB, [19] and [34],
which state that attitudes, subjective norms, and
PBC are three direct predictors of intentions which
are proximal predictors of behavior. Apart from
that, this explanation is also following the SOR
Theory, [36], which is based on the assumption that
the cause of changes in behavior depends on the
quality of the stimulus that communicates with the
organism. Based on the description above, the
following hypothesis is proposed:
H6: Purchase intention mediates the influence of
attitude on organic vegetable purchasing behavior
2.2.7 Purchase Intentions, Subjective Norms
and Purchase Behavior
Research conducted by [41], regarding the behavior
of using environmentally friendly food packaging
by food vendors in Malaysia shows that personal
values are suitable as the mediator construct, while
attitudes, SN, and perceived behavior control were
all found to have significant effects on intentions,
which in turn mediates their influence on actual
behavior. This explanation is in accordance with the
TPB, [19] and [34], which state that attitudes,
subjective norms, and PBC are three direct
predictors of intentions which are proximal
predictors of behavior. Apart from that, this
explanation is also following the SOR Theory, [36]
which is based on the assumption that the cause of
changes in behavior depends on the quality of the
stimulus that communicates with the organism.
Based on the description above, the following
hypothesis is proposed:
H7: Purchase intention mediates the influence of
subjective norms on organic vegetable purchasing
behavior
2.2.8 Purchase Intentions, PBC, and Purchase
Behavior
The PBC is an individual's belief regarding how
much control they have over the behavior they will
carry out. Consumers generally have positive
attitudes and SN on organic food products, but there
are obstacles to PBC, whereas the lack of
information negatively impacts consumption
behavior, [6] and [42]. Despite the direct influence
on behavior, PBC can implicitly influence behavior
through Intention as the mediator, [43]. Several
research results show that if consumers have a high
PBC toward purchasing organic food products, the
influence of Intention on behavior will also increase,
[44] and [45]. This explanation is following the
TPB, [19] and [34] which state that attitudes,
subjective norms, and PBC are three direct
predictors of intentions which are proximal
predictors of behavior. Apart from that, this
explanation is also following the SOR Theory, [36]
which is based on the assumption that the cause of
changes in behavior depends on the quality of the
stimulus that communicates with the organism.
Based on the description above, the following
hypothesis is proposed:
H8: Purchase intention mediates the influence of
PBC on organic vegetable purchasing behavior.
2.2.9 CGA, Purchase Intentions, and Purchase
Behavior
Consumer Green Assurance is a new concept
derived from consumer behavior based on
Consumer Behavior Theory, [46] and Norm Belief
Value Theory, [47]. In practice, environmentally
friendly consumer behavior (green consumer
behavior) requires a guarantee (assurance) of
consumed products. Guarantees in the form of
recognition of products produced and produced in
an environmentally friendly manner guarantee that
the products are safe for consumption and
guarantees of product availability in various places
and are sustainable. For that context,
consumerism is linked with the concept of guarantee
(assurance) derived from Service Quality Theory,
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ATT
PI
SN
PBC
CGA
PB
[48], so variables are obtained from green
assurance. As for the definition of green assurance
in this research, a product guarantees and
recognition of organic vegetables that these products
are genuinely produced according to organic and
environmentally friendly farming system standards.
Relevant parties expected to provide recognition for
organic vegetables include government, academics,
health associations, non-governmental,
organizations, environmentalists, organic vegetable
communities, business actors, and society in
general.
Several studies have revealed that consumers'
positive attitudes toward organic food generally do
not always reflect their purchasing behavior; this
phenomenon is often termed the attitude-behavior
gap, [6]. TPB has been used to understand consumer
purchasing intentions towards organic food
products, and the results show a gap between
consumer attitudes and behavioral intentions to
purchase organic food, [45]. Research by [15],
regarding organic food purchasing behavior shows
that a moderating role is needed to fill the gap in
consumer intentions toward buying behavior. The
research results confirm the positive and significant
influence in increasing purchasing behavior and
reducing the gap in Intention to purchase behavior.
This explanation is following the TPB, [19] and
[34], which state that attitudes, subjective norms,
and PBC are three direct predictors of intentions
which are proximal predictors of behavior. Apart
from that, this explanation is also following the
SOR Theory, [36], which is based on the
assumption that the cause of changes in behavior
depends on the quality of the stimulus that
communicates with the organism. Based on the
description above, the following hypothesis is
stated:
H9: CGA strengthens the influence of purchasing
intentions on organic vegetable purchasing
behavior.
2.2.10 CGA, PBC and Purchase Behavior
PBC is a perception of ease in carrying out certain
behaviors. PBC is determined by factors that can
facilitate or hinder a person's ability to carry out the
behavior. One crucial factor that needs to be
considered to increase market demand is
maintaining and always trying to improve the
quality and service of a product. Quality is always
used as a benchmark and differentiator between
products. Quality assurance must be established to
create the best products and services to satisfy
consumers. The quality of organic food is currently
a concern, especially regarding consumer safety and
security, [49]. This explanation is following the
TPB, [19] and [34], which state that attitudes,
subjective norms, and PBC are three direct
predictors of intentions which are proximal
predictors of behavior. Apart from that, this
explanation is also following the SOR Theory, [36],
which is based on the assumption that the cause of
changes in behavior depends on the quality of the
stimulus that communicates with the organism.
Based on the description above, the hypothesis is
stated as follows:
H10: CGA strengthens the influence of PBC on
organic vegetable purchasing behavior
Based on the literature, theoretical review, and
developed hypotheses, we propose the research
model shown in Figure 1.
Fig. 1: Research Framework
3 Methodology
This research is explanatory research, namely
research that examines the relationship between
variables which are then formulated in the form of a
hypothesis. A positivist approach was taken to
combine the logic of deduction and the results of
empirical observations from previous research to
confirm general community patterns in purchasing
behavior for organic vegetables. This study fits
within the cross-sectional research category in terms
of the temporal dimension by collecting data
through distributing questionnaires at one time using
a survey design as a data collection technique which
aims to obtain real information through the use of
questionnaires as the main data collection tool.
Before collecting data, a research instrument test
(pilot study) was conducted on 30 respondents from
the research population. The validity test results on
the 48 instruments in this research questionnaire
showed a value above 0.3, [50], so it can be stated
that all devices in this research are valid. The
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reliability test's findings indicate that Cronbach's
alpha value ranges from 0.863 to 0.948, so it can be
stated that all instruments in the research are reliable
because the matter is above 0.6, [51].
Table 1. Variables and Operational Definitions
Number of
Indicators
Operational Definition
Literature
Scale
11
Understanding the benefits, value,
and knowledge of organic
[52], [53], [54]
Five-point
Likert
Scales
7
Encouragement from influential
parties
[55], [56]
6
Levels of convenience and
difficulty in making purchases
organic vegetables
[57], [58]
5
Motivation to purchase organic
vegetables
[25]
14
Guarantee and recognition of the
existence of organic vegetables
[18], [40], [59], [60], [61]
5
A series of organic vegetable
purchasing behavior
[37]
Personal background and
information of the consumer
Gender, Age, Marital Status, Occupation,
Consider buying organic vegetables, Personal
average income, Intensity of purchasing
organic vegetables, The usual place to buy
organic vegetables
Nominal
Scale
The population in this research consists of adult
consumers who have purchased organic vegetables
in Jakarta. The research sample was 242
respondents spread across the Jakarta area. The
purposive sampling method is being used in non-
probability sampling. Operational definitions of
variables are based on relevant literature and
adapted to the context of this research. The research
information consists of two parts, including
information about the description of the respondents
and the variables analyzed in this research.
Respondents' responses were measured using a five-
point Likert scale. Variable operational definitions
are presented in Table 1.
4 Results and Discussion
Of the total questionnaires distributed, 253 answers
were returned, but after evaluation, there were only
242 answers that were valid and could be used for
further research. More than half of the sample in this
study were women (70.7%). The largest age group
is 31-40 years (38.8%), and the second largest age
group is under 30 years (31%). Most respondents
were married (77.3%). Occupation as a source of
income is dominated by private employees (58.3%)
and entrepreneurs (29.8%). The largest average
monthly income group is in the IDR 2,500,000 -
IDR 5,000,000 range of income group. Most
respondents considered first before purchasing
organic vegetables (78.5%), while the largest group
of places to buy organic vegetables is through online
sales (61.6%), followed by supermarkets (28.5%).
The PLS measurement evaluation model is based
on predictive measurements that have non-
parametric properties. The outer model with
reflexive indicators is evaluated
with Convergent Validity, Discriminant Validity,
and Composite Reliability. The external model is
assessed by analyzing the convergent validity of the
reflective measurement model indicators, which are
evaluated based on the correlation between item and
construct scores.
An individual reflexive measure is considered
high if it correlates more than 0.70 with the
construct to be measured. Data processing results
show that all indicators are valid and meet the
values loading factor above 0.70. Apart from
evaluating the value loading factor, construct
validity is also assessed by looking at each variable's
AVE value (Average Variance Extracted). The data
processing results show that the AVE value can be
declared good because it meets the requirements for
a value of more than 0.5. The square root value of
the AVE for each construct is then compared to the
correlation value between the construct and other
constructs (latent variable correlation) to perform a
discriminant validity test. Because the AVE root
values of each construct are more significant than
the correlations between the constructs and other
constructs (latent variable correlation), the model
has appropriate discriminant validity. The composite
reliability test is conducted to test reliability in the
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SEM model. Interpretations of the composite
reliability and Cronbach alpha at the limit value of
0.7 and above are acceptable. The value of the
composite reliability and Cronbach’s alpha SEM-
PLS data processing results show that for all
variables, the values are above 0.7. The AVE,
composite reliability, and Cronbach Alpha values
are shown in Table 2.
Table 2. Nilai AVE, Cronbach Alpha and
Composite Reliability
Average
Variance
Extracted
Cronbach's
alpha
Composite
reliability
Attitude
0.838
0.981
0.984
Subjective
Norms
0.919
0.985
0.987
PBC
0.939
0.987
0.988
Purchase
Intention
0.888
0.967
0.967
CGA
0.719
0.970
0.974
Purchasing
Behavior
0.914
0.976
0.978
The model testing on the inner model is to
identify R-squared values on each endogenous latent
variable as the predictive strength of the structural
model. The inner model shows relationships among
the constructs, significance levels, and R-
squared values. The R2 value of the purchasing
behavior variable is 0.527, which means that the
constructs of attitude, subjective norms, PBC,
purchase intention, and CGA can explain 52.7%
interaction of variabilities of the purchasing
behavior construct, while other variables not
included in this study explain 47,3% interaction of
the variabilities. The latent endogenous variables in
the structural model show that the model is strongly
representable.
Furthermore, the R2 value on the purchase
intention variable is 0.316, which means that the
constructs of attitude, subjective norms, and PBC
with interactions of 31.6%, explain the purchase
intention construct variability, while 68.4%
interaction of variabilities explained by other
remaining variables that are not in this research.
Based on the R2 value of the purchasing behavior
and purchasing intention variables, the predictive
relevance (Q2) value is computed as follows:
Q2 = 1 – (1 – R12) (1 – R22)
= 1 – (1 – 0,527) (1 – 0,316)
= 1 – (0,473)(0,684)
= 0,676
Table 3. Output Path Coefficients
Origi
nal
sampl
e
Samp
le
mean
Stand
ard
deviat
ion
t-
statistics
P
values
(O)
(M)
(STD
EV)
(|O/STD
EV|)
Attitude ->
Purchase
Intention
0.141
0.140
0.061
2.307
0.021
Subjective
Norm ->
Purchase
Intention
0.121
0.126
0.069
1.760
0.079
PBC ->
Purchase
Intention
0.451
0.448
0.058
7.769
0.000
PBC ->
Purchase
Behavior
0.271
0.271
0.059
4.556
0.000
Purchase
Intention ->
Purchase
Behavior
0.377
0.377
0.057
6.588
0.000
Attitude ->
Purchase
Intention ->
Purchase
Behavior
0.053
0.053
0.026
2.076
0.038
Subjective
Norm ->
Purchase
Intention ->
Purchase
Behavior
0.046
0.048
0.029
1.577
0.115
PBC ->
Purchase
Intention ->
Purchase
Behavior
0.170
0.168
0.031
5.465
0.000
CGA ->
Purchase
Behavior
0.142
0.147
0.051
2.788
0.005
CGA x
Purchase
Intent ->
Purchase
Behavior
0.168
0.161
0.066
2.543
0.011
CGA x PBC
-> Purchase
Behavior
0.133
0.138
0.067
1.991
0.047
Source: smartPLS data processing results
The Q-Square calculation result in this study is
0.676 or 67.6%. Thus, it concludes that the model in
this study has a relevant predictive value, where the
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model used can explain the research data
information by 67.6%.
The measurement model aims to predict the
causal relationships among variables or hypotheses
tests by indicating the significance level. In Smart-
PLS, the t-statistic value of the outer model score
must score above 1.96 in the two-tailed
hypothesis test at a 5 percent alpha value; test
results are presented in Table 3.
The relationship between attitude construct and
purchase intention shows a positive effect at a
significance level of 5% (tcount 2.307 > 1.96). The
subjective norm construct has no impact on
purchase intentions at a significance level of 5%
(tcount 1.760 < 1.96). The PBC construct positively
affects purchase intention at a significance level of
5% (tcount 7,769 > 1.96). The PBC construct has a
positive effect on purchasing behavior at a
significance level of 5% (tcount 4.556 > 1.96), and the
purchase intention construct has a positive impact
on buying behavior at a significance level of 5%
(tcount 6.588 > 1.96). The attitude construct mediated
by purchase intention positively affects purchasing
behavior at a significance level of 5% (tcount 2.076 >
1.96). The subjective norm construct mediated by
purchase intention does not involve buying behavior
at a significance level of 5% (tcount 1.577 < 1.96),
and the PBC construct mediated by purchase
intention has a positive effect on purchase behavior
at a significance level of 5% (tcount 5.465 > 1, 96).
There is an influence between constructs, which
shows that CGA positively affects purchasing
behavior at a significance level of 5% (tcount 2.788 >
1.96). Construct CGA X purchase intention
positively affects purchasing behavior at a
significance level of 5% (tcount 2.543 > 1.96). Next,
construct CGA X PBC positively affects purchasing
behavior at a significance level of 5% (tcount 1.991 >
1.96). The test results conclude that this research
indicates a moderating influence that strengthens the
impact on purchasing behavior. The moderation in
this study is classified as quasi-moderation since
each coefficient on the effect of CGA on buying
behavior, the influence of CGA on the relationship
between purchase intention and purchasing
behavior, and the influence of CGA on the
relationship between PBC and purchasing behavior,
show significant values. The influence and path
coefficient values between variables in this study
are presented in Figure 2.
Fig. 2: Output Model PLS-SEM
The research results show that (1) attitude has a
positive and significant effect on purchase intention;
(2) subjective norms have no effect on consumer
purchase intentions; (3) PBC has a positive and
significant effect on purchase intention; (4) PBC has
a positive and significant effect on purchasing
behavior; (5) purchase intention has a positive and
significant effect on purchasing behavior; (6)
purchase intention mediates the influence of attitude
on purchasing behavior; (7) purchase intention does
not mediate the influence of subjective norms on
behavior purchase; (8) purchase intention mediates
the PBC variable on purchasing behavior; (9) CGA
moderates the influence of purchase intentions on
purchasing behavior; (10) CGA moderates the
positive influence of PBC on purchasing behavior.
All hypotheses in this study are supported by
research data except the subjective norm variable.
The research results show that two independent
variables in this research, namely the attitude
variable and the PBC variable, have a positive and
significant effect on purchase intention. Apart from
influencing purchasing intentions, PBC has also
been proven to positively and significantly influence
organic vegetable purchasing behavior. Purchase
intention is proven to have a positive and significant
influence on organic vegetable purchasing behavior.
Furthermore, purchase intention and PBC are
strengthened by CGA on purchasing behavior.
Purchase intention is an antecedent of consumer
behavior. The higher the consumer's purchase
intention, the greater the opportunity for a purchase
to occur. Organic vegetable consumers in Jakarta
have strong purchasing intentions, resulting in
organic vegetable purchasing behavior. Intention is
an indication of a person's readiness to carry out
certain behavior and is considered a direct
determinant or cause of behavior, [25]. Intention
signifies the plan and determination to carry out the
targeted behavior. Generally, a person shows
intention towards a behavior if they have evaluated
it positively, experienced social pressure to do it,
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and believe that they have the opportunity and are
capable of doing it. By strengthening a person's
intention towards a behavior, the possibility of the
individual carrying out that behavior increases. This
explanation is following the TPB, [19] and [34],
which state that attitudes, subjective norms, and
PBC are three direct predictors of intentions which
are proximal predictors of behavior. Apart from
that, this explanation is also following the SOR
Theory, [36], which is based on the assumption that
the cause of changes in behavior depends on the
quality of the stimulus that communicates with the
organism. Regarding the environmentally friendly
behavior of the Greek population shows that
consumer intention is the best predictor influencing
environmentally friendly behavior, [62].
Consumers' positive attitudes towards the
availability of organic vegetables in Jakarta
determine the formation of purchasing intentions
that encourage the purchase of organic vegetables.
The better the consumer's attitude towards organic
vegetables, the higher the opportunity to purchase
organic vegetables, because attitude is a person's
thoughts about liking or disliking something, as well
as staying away from or approaching something. In
the context of this research, it is more about feelings
of liking or disliking organic food. If the consumer
has a good perception, then he will consume organic
food, this is what will encourage consumers to
increase their purchase intention towards organic
food. This explanation is following the TPB, [19],
which explains that attitude is one of the most
important factors influencing consumer intentions
and behavior in choosing a product. Consumers who
have a positive attitude towards environmentally
friendly products tend to make environmentally
friendly purchases. Previous research reveals that
many consumers have favorable attitudes towards
organic food and the purchase of such products, [27]
and [26]. [28], tested and confirmed a significant
positive relationship between attitudes and
intentions towards organic products among
Australian students. A study conducted by [29], in
Iran showed that attitude was the strongest predictor
of young consumers' intention to purchase organic
food.
Low subjective norms towards organic
vegetables cause low intentions to buy organic
vegetables so that they do not influence organic
vegetable buying behavior. The lack of socialization
and promotional activities for organic vegetables in
Jakarta has resulted in a lack of appeals and
encouragement to the public to consume organic
vegetables so that organic vegetable purchasing
behavior caused by the influence of subjective
norms does not appear to apply in Jakarta.
The PBC of respondents in this study is quite
strong in motivating consumers' purchasing
intentions towards organic vegetables so that
organic vegetable purchasing behavior can be
realized. Consumers in Jakarta feel confident that
they can buy organic vegetables with the support of
adequate resources, and their purchase intention to
purchase organic vegetables can be realized. PBC
describes consumers' feelings about their ability to
carry out certain behaviors (self-efficacy). The
theory of planned behavior, [25], suggests that
perceived control is determined by individual beliefs
regarding the availability of resources in the form of
equipment, compatibility, competence, and
opportunities (control belief strength) which support
or hinder the behavior to be predicted and the
magnitude of the role of resources. the power
(power of control factor) in realizing this behavior.
Research by [63], regarding the influence of PBC on
intentions to file complaints in online media shows
that in general both TRA and TPB can predict
consumers' intentions to file complaints. This
explanation is following the TPB, [19] and [34],
which state that attitudes, subjective norms, and
PBC are three direct predictors of intentions which
are proximal predictors of behavior. Apart from
that, this explanation is also following the SOR
Theory, [36], which is based on the assumption that
the cause of changes in behavior depends on the
quality of the stimulus that communicates with the
organism.
CGA can act as a mediator to strengthen the
relationship between purchasing intentions and
purchasing behavior. Guarantees of product
originality and recognition from competent parties
can increase consumer confidence in organic
vegetables circulating in Jakarta. Consumer
confidence in purchasing organic vegetables has
increased, resulting in a sense of optimism in
purchasing organic vegetables. PBC is a perception
of the level of ease in carrying out certain behaviors.
PBC is determined by the presence of factors that
can facilitate or hinder a person's ability to carry out
the behavior. One important factor that needs to be
considered in an effort to increase market demand is
maintaining and always trying to improve the
quality and service of a product. Quality is always
used as a benchmark and differentiator between one
product and another. Quality assurance is something
that must be established in an effort to create the
best products and services to satisfy consumers. The
quality of organic food is currently a concern,
especially in terms of consumer safety and security
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[48]. This explanation is following the TPB, [19]
and [34], which state that attitudes, subjective
norms, and PBC are three direct predictors of
intentions which are proximal predictors of
behavior. Apart from that, this explanation is also
following the SOR Theory, [36], which is based on
the assumption that the cause of changes in behavior
depends on the quality of the stimulus that
communicates with the organism.
CGA must be implemented to increase consumer
confidence in the information, quality, and
originality of organic vegetables circulating in
Jakarta. The implementation of CGA also
strengthens the validity of labeling organic
vegetable products issued to answer emerging
consumer doubts due to the circulation of phony
organic vegetables on the market. CGA is important
for consumers as a guarantee and recognition of the
existence of organic vegetables.
As a policy maker, the government plays a vital
role in developing organic vegetable marketing to
achieve the ultimate goal of sustainable
consumption and production, namely sustainable
production and consumption by implementing
environmentally friendly production and
consumption, in this case, organic vegetable
products. Several things need to be done by the
government to increase the purchasing behavior of
organic vegetables.
For future researchers, the results of this research
are open to being developed by adding other
variables, thereby opening up opportunities for
obtaining novelties for further investigation. It is
necessary to conduct further studies on predictors of
subjective norms with this research topic, namely
organic vegetable purchasing behavior. This
research can be an embryo for the development of
further research whose application is carried out in a
broader unit of analysis so that the research results
can be more generalized for planning and policy-
making at the national level.
For economic actors, the results of this research
can be a benchmark and consideration to determine
the factors that influence consumers' purchasing
intentions and purchasing behavior of organic
vegetables, especially in the Jakarta area. Organic
vegetable business actors can prepare anticipatory
steps, make plans, and determine solutions to
several problems described in this research.
5 Conclusion
5.1 Conclusions
Based on the analysis and discussion presented in
advance, the following conclusions can be drawn:
Respondents' assessments in this study were able to
form a positive attitude toward purchasing organic
vegetables. Organic vegetable consumers in Jakarta
have acknowledged the health benefits of
consuming organic vegetables and, at the same time,
have the awareness to help preserve the
environment. Consumers' positive attitudes motivate
the shaping of consumer purchasing intentions
toward organic vegetable products. Neither appeals
nor encouragement from various parties to
individuals, as social influences that prevail in
society (subjective norms), to purchase organic
vegetables are not felt. Organic vegetable products
in Jakarta still need to be recognized and are less
recommended for consumption as vegetable
products that provide health benefits for the body.
Most of the respondents in this study felt
interested in consuming and purchasing organic
vegetables. Consumer confidence in their ability to
buy organic vegetables then shapes consumer
purchasing intentions towards organic vegetables.
Most respondents in this study felt optimistic about
buying organic vegetables; sufficient resources and
a supportive situation supported this. Consumers
have enough income, know how to get it, and
understand organic vegetables and their
consequences.
Purchase intention is an antecedent of consumer
behavior. The higher the consumer's purchase
intention, the more excellent the opportunity for a
purchase to occur. Organic vegetable consumers in
Jakarta have strong purchasing intentions, resulting
in organic vegetable purchasing behavior.
Consumers' positive attitudes towards the
availability of organic vegetables in Jakarta
determine the establishment of purchasing
intentions that encourage the purchase of organic
vegetables. The better the consumer's attitude
towards organic vegetables, the higher the
opportunity to purchase organic vegetables. Low
subjective norms towards organic vegetables cause
humble intentions to buy organic vegetables, so they
do not influence their buying behavior. The lack of
socialization and promotional activities on organic
vegetables in Jakarta has resulted in the lack of
appeals and encouragement to the society to
consume organic vegetables, so organic vegetable
purchasing behavior caused by the influence of
subjective norms appears to only apply in Jakarta.
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The PBC of respondents in this study is quite
firm in motivating consumers' purchasing intentions
towards organic vegetables to realize organic
vegetable purchasing behavior. Consumers in
Jakarta feel confident that they can buy organic
vegetables with adequate resources, and their
intention to purchase them can be realized. CGA is a
mediator to strengthen the relationship between
buying preferences and purchasing behavior.
Guarantees of product originality and recognition
from competent parties can increase consumer
confidence in organic vegetables circulating in
Jakarta. Consumer confidence in purchasing organic
vegetables has increased, resulting in a sense of
optimism in purchasing organic vegetables.
5.2 Limitations
There are several limitations in this research.
Respondents' capacity to understand the term
organic differs, giving rise to differences in
perception. Second, each individual's purchasing of
organic vegetables is different, determined by
various factors such as income level, taste,
motivation, culture, and lifestyle. Hence,
respondents' experiences in consuming organic
vegetables are still quite varied. Third, although this
research reveals new information about the
purchasing behavior of organic vegetable consumers
in Jakarta, the results cannot necessarily be applied
to other regions because each area has differences in
socio-demographic characteristics and economic
development.
5.3 Implication
Based on the discussion described in advance,
several suggestions can be made: The influence of
subjective norms regarding organic vegetable
purchasing behavior that applies among Jakarta
society needs to be increased. Various activities to
increase subjective norms regarding organic
vegetable purchasing behavior can be carried out
through organizing socialization activities,
promotions/exhibitions, and activities at scientific
forums such as seminars, workshops, and
competitions with themes on organic vegetables
initiated by the government and academics.
Relevant parties need to participate and be more
severe in efforts to foster subjective norms for
purchasing organic vegetables.
Acknowledgement:
The author would like to thank Brawijaya
University.
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Mintarti Rahayu, Sudjatno Sudjatno
E-ISSN: 2224-2899
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Contribution of Individual Authors to the
Creation of a Scientific Article (Ghostwriting
Policy)
- Yugi Setyarko: Conceptualization, Methodology,
Investigation, Data Curation, Writing - Original
Draft, Project Administration.
- Noermijati: Writing - Review & Editing,
Supervision and Validation.
- Mintarti Rahayu: Writing - Review & Editing,
Supervision and Validation.
- Sudjatno: Writing - Review & Editing,
Supervision and Validation.
Sources of Funding for Research Presented in a
Scientific Article or Scientific Article Itself
No funding was received for conducting this study.
Conflict of Interest
The authors have no conflicts of interest to declare.
Creative Commons Attribution License 4.0
(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.en
_US
WSEAS TRANSACTIONS on BUSINESS and ECONOMICS
DOI: 10.37394/23207.2024.21.100
Yugi Setyarko, Noermijati Noermijati,
Mintarti Rahayu, Sudjatno Sudjatno
E-ISSN: 2224-2899
1241
Volume 21, 2024