Consuming Organic Instant Noodle: Exploring Environmental Concern, Health Consciousness, And Moral Norm (Evidence From Indonesian Consumers)

  • Christian Haposan Pangaribuan, Dewa Putu Eka Wijaya, Kadek Yuni Antari, Livia Alma Sherisa, Cahya Aditya Putra

Abstract

The growing trend of health and environmental awareness has led to the extensive growth of organic food as it is perceived to be healthier to humans and the environment. The present study examines organic instant noodle consumption through the perspective of the Theory of Planned Behavior (TPB) which explains the intention of the consumers. The study aims to analyze the factors of organic instant noodle purchase intention by assessing health consciousness, environmental concern, and moral norms. The study acquires a quantitative approach and millennials in Jakarta (high school students, college students, corporate employees) are studied. The survey is distributed for a week and managed to collect 253 respondents. The result shows that subjective norms, environmental concerns, and moral norms are significant towards the attitude. Attitude, subjective norm, and perceived behavioral control have a significant influence on intention. This research suggests that perceived behavioral control is better to go directly towards intention instead of indirectly through attitude.

Published
2020-05-25
How to Cite
Christian Haposan Pangaribuan, Dewa Putu Eka Wijaya, Kadek Yuni Antari, Livia Alma Sherisa, Cahya Aditya Putra. (2020). Consuming Organic Instant Noodle: Exploring Environmental Concern, Health Consciousness, And Moral Norm (Evidence From Indonesian Consumers). International Journal of Advanced Science and Technology, 29(05), 6912-6927. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/18135