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Rational and Moral Considerations in Organic Coffee Purchase Intention: Evidence from Indonesia

Author

Listed:
  • Setyo Ferry Wibowo

    (Department of Management, Faculty of Economics, Universitas Negeri Jakarta, Jakarta 13220, Indonesia
    School of Business, IPB University, Bogor 16151, Indonesia)

  • Mukhamad Najib

    (Department of Management, Faculty of Economics and Management, IPB University, Bogor 16680, Indonesia)

  • Ujang Sumarwan

    (Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University, Bogor 16680, Indonesia)

  • Yudha Heryawan Asnawi

    (School of Business, IPB University, Bogor 16151, Indonesia)

Abstract

The theory of planned behavior is broadly used to study the buying behavior of green products. However, the theory has been criticized for ignoring moral considerations in the purchase decision and not sufficiently explaining the influence of personal factors such as consumers’ product attributes evaluation. This study aims to build a structural model to explain the causality of factors influencing consumer intention to buy organic coffee in Indonesia. Organic coffee has a bright business prospect, but there was only limited evidence of academic studies on organic coffee from a consumer’s perspective. Thus, this study is one of the attempts to explain organic coffee purchase intention from the perspective of rational and moral consideration. The sample of 500 coffee consumers aged 18 years and more who live or do activities (work/study) in Jakarta were recruited using the purposive sampling technique. Structural equation modeling was utilized for data analysis. The results demonstrated that attitude, subjective norms, perceived behavioral control, and values orientation affected purchase intention. The study successfully explains the role of moral considerations in organic coffee purchase intention. These findings suggest managerial implications, including marketing communication and distribution strategy. Future research suggestions were also discussed.

Suggested Citation

  • Setyo Ferry Wibowo & Mukhamad Najib & Ujang Sumarwan & Yudha Heryawan Asnawi, 2022. "Rational and Moral Considerations in Organic Coffee Purchase Intention: Evidence from Indonesia," Economies, MDPI, vol. 10(12), pages 1-16, December.
    • Handle: RePEc:gam:jecomi:v:10:y:2022:i:12:p:308-:d:990552
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Nugun Patrick Jellason & Richard N. Baines & John S. Conway & Chukwuma C. Ogbaga, 2019. "Climate Change Perceptions and Attitudes to Smallholder Adaptation in Northwestern Nigerian Drylands," Social Sciences, MDPI, vol. 8(2), pages 1-20, January.
    3. Taeuk Kim & Sunmi Yun, 2019. "How Will Changes toward Pro-Environmental Behavior Play in Customers’ Perceived Value of Environmental Concerns at Coffee Shops?," Sustainability, MDPI, vol. 11(14), pages 1-19, July.
    4. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
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