Rational and Moral Considerations in Organic Coffee Purchase Intention: Evidence from Indonesia

Abstract

The theory of planned behavior is broadly used to study the buying behavior of green products. However, the theory has been criticized for ignoring moral considerations in the purchase decision and not sufficiently explaining the influence of personal factors such as consumers’ product attributes evaluation. This study aims to build a structural model to explain the causality of factors influencing consumer intention to buy organic coffee in Indonesia. Organic coffee has a bright business prospect, but there was only limited evidence of academic studies on organic coffee from a consumer’s perspective. Thus, this study is one of the attempts to explain organic coffee purchase intention from the perspective of rational and moral consideration. The sample of 500 coffee consumers aged 18 years and more who live or do activities (work/study) in Jakarta were recruited using the purposive sampling technique. Structural equation modeling was utilized for data analysis. The results demonstrated that attitude, subjective norms, perceived behavioral control, and values orientation affected purchase intention. The study successfully explains the role of moral considerations in organic coffee purchase intention. These findings suggest managerial implications, including marketing communication and distribution strategy. Future research suggestions were also discussed.

Evaluating the purchasing behavior of organic food among Chinese consumers

“…These findings were consistent with findings from previous studies in China (Chu, 2018;Li and Jaharuddin, 2021). We also found similar results with studies on organic food in other countries, including Indonesia, Bangladesh and Malaysia (Tan et al, 2022;Wibowo et al, 2022;Zheng et al, 2021). Therefore, organic food practitioners can focus on promoting the benefits of consuming organic food compared to nonorganic food (such as health, nutrition, higher quality, taste and safety), designing media campaigns to increase the accessibility of organic food, using well-known influencers as spokespeople to increase the likelihood of word-of-mouth among consumers and, thus, increasing the consumption of organic food.…”

“…The TPB has been popular in exploring consumer behavior in numerous fields, particularly organic food (Ahmed et al , 2021; Sultan et al , 2020a). For example, Wibowo et al (2022) mentioned that TPB and its variables are among the most suitable theories for explaining consumer organic food purchasing intentions in Indonesia. Li and Jaharuddin (2021) used the TPB model to investigate its ability to predict consumers’ intentions to purchase organic food in Beijing, China.…”

Consumers’ green purchase intention to visit green hotels: A value-belief-norm theory perspective

“…In the same vein, green purchase intention is an individual's commitment to the possibility and willingness of participating in pro-environmental behavior, e.g., visit green hotels (Eid et al, 2021) and intention is considered the best predictor of behavior (Saleem, 2021). Besides being a predictor of pro-environmental behavior, green purchase intention is also found to mediate the relationship between behavior and attitude, social norm, perceived behavioral control, and other antecedent variables (Sultana et al, 2022;Wibowo et al, 2022).…”

Millennials’ Intention to Visit Green Hotels in India—A Preliminary Analysis Using the Theory of Planned Behavior

“…As discussed earlier, intention is the best antecedent of behavior [27]. It has also been discovered that intention acts as a mediator between behavior and attitude, social norm, and PBC [28]. It is crucial to understand the purchase intention of millennials.…”