HEALTHY AND SUSTAINABLE FOOD CONSUMPTION: ORGANIC FOOD PURCHASE INTENTION THROUGH HEALTH CONSCIOUSNESS, PERCEIVED VALUE, AND CONSUMER ATTITUDE
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2026-08-31Downloads
Abstract
The transition toward a healthy and sustainable food system requires a better understanding of the factors influencing consumers’ organic food choices. This study examines the effects of health consciousness and perceived value on organic food purchase intention, with attitude as a mediating variable. A quantitative survey was conducted among 110 consumers in Surakarta, Indonesia, using purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that attitude significantly influences purchase intention. Health consciousness positively affects both attitude and purchase intention, while perceived value significantly influences attitude and purchase intention. Furthermore, attitude significantly mediates the relationships between health consciousness and purchase intention, as well as between perceived value and purchase intention. Importance-Performance Map Analysis identifies perceived value as the highest-priority area for improvement because it demonstrates high importance but relatively lower performance. The findings suggest that strategies to promote organic food consumption should strengthen consumers’ perceptions of health, quality-of-life, emotional, and environmental benefits relative to price while maintaining positive attitudes toward organic products. By encouraging healthier and more sustainable consumption patterns, this study contributes to the achievement of SDG 3 (Good Health and Well-being), and SDG 12 (Responsible Consumption and Production).
Keywords:
health consciousness perceived value attitude purchase intention organic food SDGsReferences
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