Factors affecting consumers’ preferences in purchasing organic vegetables using a theory of planned behavior

Abstract Organic food consumption has increased, and health and environmental concerns are becoming particularly crucial for policymakers and individual consumers. Meanwhile, consumers are increasingly demanding sustainable practices for organic food production. This research aims to investigate the impact of sustainability and health values on consumer purchase intention and behaviour in selecting organic vegetables. In so doing, consumers of organic vegetables in East Java, Indonesia were chosen as respondents in this research by using the development of a theory of planned behavior. A structured questionnaire presented in Google form was used to survey 116 research respondents online, and the data was analyzed using Partial Least Squares - Structural Equation Modeling. The respondents’ determination has been adjusted to the minimum requirement for the amount of data used in the analysis by taking into account the minimum R-squares and power statistics. The results indicate that the value of sustainability and health effects on purchase intention through mediating consumer attitudes. Attitudes, subjective norms, and perceived behavioural control, on the other hand, influence purchasing behaviour by negotiating purchase intention. The findings of this research are expected to strengthen the development of marketing strategies for organically processed products, especially vegetables, to gain potential consumers.