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The field of sustainability marketing has evolved into a more extensive discipline, and the marketing of green products in Indonesia is confronted with numerous challenges. The present study aims to test the influence of environmental awareness, the health content of organic food, and premium price on attitudes towards organic food and purchase intention. Purposive random sampling was utilised as the sampling technique, and the survey methods employed in this research design collected 288 samples, which were subsequently analysed using Structural Equation Modelling (SEM). The analysis revealed that participants' attitudes towards organic food were not influenced by their perceptions of the need to protect the environment. Conversely, their perspectives on green products, notably organic food, were found to be more profoundly influenced by their price perception of organic food. The purchase of lower-priced organic foods was observed to be more prevalent among respondents, irrespective of their level of awareness concerning contemporary environmental concerns. Furthermore, the nutrient content of the food (including vitamins, proteins, minerals and the absence of harmful components in organic food) influenced attitudes. The study found that respondents' intention to purchase organic food was influenced by their attitude towards the subject.
Santoso et al. (Fri,) studied this question.