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Abstract
Penelitian ini bertujuan menguji model perilaku beli pangan organik. Model ini mempresentasikan pengaruh dari orientasi nilai alami manusia, pengetahuan organik, sikap membeli pangan organik, norma subjektif, kontrol perilaku and niat beli terhadap perilaku beli pangan organik. Penelitian ini menggunakan metode survei. Pengumpulan data dilakukan dengan teknik purposive sampling. Sejumlah 516 responden dari Yogyakarta, Surabaya dan Jakarta berpartisipasi dalam penelitian ini. Structural equation modeling (SEM) digunakan untuk analisis data. Pengujian model sesuai dengan data empiris. Orientasi alami manusia dan pengetahuan organik berpengaruh secara positif dan signifikan terhadap sikap membeli makan organik. Sikap membeli pangan organik, norma subjektif dan kontrol perilaku berpengaruh secara positif dan signifikan terhadap niat beli makan organik. Kontrol perilaku memberikan kontribusi positif namun tidak signifikan terhadap perilaku beli pangan organik. Niat beli pangan organik berpengaruh positif dan signifikan terhadap perilaku beli pangan organik.
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