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