Consumer Perceptions of Buying Behavior of Organic Vegetables with Planned Behavior Theory Approach

Organic vegetables are gaining popularity all over the world, and number of consumers organic is increasing. Developing countries like Indonesia, still very minimal in consuming vegetables. Therefore, this study aims to identify factors that drive buying behavior The research location was conducted Malang Raya which selected by purposive sampling involved 128 respondents who became sample. analytical method uses descriptive analysis Structural Equation Modeling (SEM) used measure effect perceptions, preferences, attitudes, subjective norms control consumer on purchase intentions behavior. results show largely determined preferences behavioral through intention there a preference role successfully mediates relationship between perceptions intentions. Perceptions, attitudes cannot influence because most their environment do not have good knowledge so tends be based dangers. Market players government must cooperate with farmers provide information promotions regarding advantages expected increase actual