FACTORS AFFECTING THE INTENTION TO PURCHASE ORGANIC VEGETABLES WITH THEORY PLANNED BEHAVIOUR APPROACH

The recent modern healthy lifestyle is influenced by the selection of food ingredient such as organic vegetables. Organic vegetables are well known in community. But, purchase has decreased last few years because price been high, packaging and quality have not interesting, low priority on than conventional This research was conducted Theory Planned Behaviour (TPB) approach with 6 variables. Those price, packaging, quality, attitude, subjective norms, perceived behavioral control to analyze effect factor attitude intention buy Structural Equation Model (SEM)-Partial Least Square (PLS) analysis. results showed that following factors an So, it can be a strategy for selling consuming future.