DETERMINANTS OF ORGANIC FOOD PURCHASE INTENTION: EVIDENCE FROM PAYAKUMBUH CITY

Abstract

Purpose: This study examines whether functional value quality, social norms, consumer innovativeness, green trust, health benefits, convenience and availability, and organic knowledge predict organic food purchase intention among consumers in Payakumbuh City, Indonesia. Design/methodology/approach: A quantitative explanatory and predictive design was applied using a cross-sectional survey. Data from 150 purposively selected respondents with prior organic food purchasing experience were analyzed using partial least squares structural equation modeling in SmartPLS 4. The measurement model was evaluated through indicator loadings, average variance extracted, composite reliability, and discriminant validity. The structural model was assessed using collinearity statistics, path coefficients, R², f², and Q². Directional hypotheses were evaluated using one-tailed bootstrapping with 5,000 subsamples. Findings: All seven paths were positive and statistically significant in the specified model. Consumer innovativeness produced the largest point estimate (β = 0.331), closely followed by organic knowledge (β = 0.325), green trust and health benefits (β = 0.308 each), convenience and availability (β = 0.258), social norms (β = 0.257), and functional value quality (β = 0.131). The model explained 55.2% of the variance in purchase intention (R² = 0.552) and produced Q² = 0.318. The analysis did not test whether the coefficients differed significantly from one another. Research implications: The findings support an integrative model informed by the Theory of Planned Behavior rather than a complete extended TPB model because only social norms represent a core TPB construct. Organic food businesses should combine credible product and certification information, consumer education, accessible distribution, and communication suited to consumers who are receptive to new products. The cross-sectional non-probability sample limits causal and population-wide generalization.