The Effect of Health Care With Attitudes and Behavioral Control on Consumers' Buying Interest in Healthy Food Products
Keywords:
Health awareness, Buying attitude, Behavioral control, Buying interest, Healthy food productsAbstract
Health concerns are increasing along with the development of healthy food products in the community. This study aims to analyze the influence of health care attitudes and behavioral controls on consumers' buying interests in healthy food products. Conduct quantitative research with a statistical analysis approach. The population in this study is consumers in the student category who have made product/goods transactions through Shopee throughout Indonesia. The study sample of 300 people was determined using purposive sampling. Data was collected using questionnaires that passed validity and reliability tests, and data were analyzed using AMOS with a 95 percent confidence level (p<0.05). The results showed that concern for health affects attitudes towards healthy food products (p = 0.000), health concern has a significant effect on subjective norms towards healthy food products (p = 0.000), and health concern has a significant effect on behavioral control felt in healthy food products (p = 0.000), attitudes towards healthy food products have a significant effect on buying interest in healthy food products (p = 0.004), subjective consumer norms have a significant effect on buying interest in healthy food products (p = 0.003), and perceived behavioral control has a positive and significant effect on buying interest in healthy food products (p = 0.000). Furthermore, consumers' interests in buying healthy food products have a positive and significant effect on health care through their attitudes and behaviors.
References
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Hasan, H. N., & Suciarto, S. (2020). The influence of attitude, subjective norm and perceived behavioral control towards organic food purchase intention. Journal of Management and Business Environment (JMBE), 1(2), 132.
Hidayat, A., Asma’i Ishak, G. G. Z., & Ekasasi, S. R. (2020). Predictor of Switching Intention on Healthy Food Business: Theory of Planned Behavioral Approach. Quality-Access to Success, 23, 188.
Hidayat, A., Wijaya, T., Ishak, A., Rejeki Ekasasi, S., & Zalzalah, G. G. (2021). Model of the consumer switching behavior related to healthy food products. Sustainability, 13(6), 3555.
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Le, M. H., & Nguyen, P. M. (2022). Integrating the Theory of Planned Behavior and the Norm Activation Model to Investigate Organic Food Purchase Intention: Evidence from Vietnam. Sustainability, 14(2), 816.
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Michaelidou, N., & Hassan, L. M. (2018). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163–170.
Mukaromah, A. L., Teja, I. G. N. A. E., & Anggraini, N. P. N. (2019). The effect of green marketing, brand awareness and price perception on purchase decision. International Journal of Applied Business and International Management (IJABIM), 4(3), 75–83.
Muliasari, R. M., Aulia, A. N., Setiawan, A. P., & Ibanah, I. (2021). Factors Affecting Purchase Intentions for Organic Food Products: A Literature Study. Jurnal Penelitian Ilmu Sosial Dan Eksakta, 1(1), 47–63.
Murphy, B., Martini, M., Fedi, A., Loera, B. L., Elliott, C. T., & Dean, M. (2022). Consumer trust in organic food and organic certifications in four European countries. Food Control, 133, 108484.
Mustikawati, E., Utama, L., Ruslim, T. S., & Wijaya, H. (2021). Factors Affecting Interest in Buying Organic Food. Jurnal Bina Manajemen, 9(2), 146–161.
Nguyen-Viet, B. (2022). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, ahead-of-print(ahead-of-print). https://doi.org/10.1108/APJBA-08-2021-0398
Nguyen, H. V., Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. International Journal of Environmental Research and Public Health, 16(6), 1037.
Nugraha, R., Kusumawardani, K. A., & Octavianie, V. (2018). The Influence of Celebrity Endorsement in Instagram towards Customer Behavior and Purchase Intention in Healthy Food Diet Business. Firm Journal of Management Studies, 3(2). https://doi.org/10.33021/firm.v3i2.476
Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2020). The Effect of Social Media Marketing on Purchase Intention with Brand Awareness as an Intervening Variable at Martha Tilaar Salon Day Spa. Journal of Economics, Management and Banking, 5(3), 145–155. https://doi.org/10.35384/jemp.v5i3.165
Puspitasari, C. A., Yuliati, L. N., & Afendi, F. (2021). The Influence of Green Marketing, Environmental Awareness and Health on Purchase Decisions for Organic Food Products Through Attitude. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 7(3), 713.
Rachmawati, I. K., Bukhori, M., Nuryanti, F., FE, S. P., & Hidayatullah, S. (2020). Collaboration Technology Acceptance Model, subjective norms and personal innovations on buying interest online. International Journal of Innovative Science and Research Technology, 5(11).
Rahnama, H., & Leszczyc, P. T. L. P. (2022). The effect of fixed and growth mindsets on buying sustainable foods. British Food Journal.
Rana, S. (2022). Consumer Awareness And Perception Towards Green Marketing: An Empirical Study In Bangalore City. Journal of Positive School Psychology Http://Journalppw. Com, 6(5), 4240–4245.
Requero, B., Cancela, A., Santos, D., DÃÂÂÂÂÂaz, D., & Briñol Turnes, P. (2015). Feelings of ease and attitudes toward healthy foods. Psicothema.
Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67, 102988.
Rustagi, P., & Prakash, A. (2022). review on consumer’s attitude & purchase behavioral intention towards green food products. International Journal of Health Sciences, 9257–9273. https://doi.org/10.53730/ijhs.v6nS1.7092
Sahir, S., Fahlevi, M., Kasbuntoro, K., & Sutia, S. (2021). Effect of halal food management system certification on buying interest of Indonesian consumer goods. Uncertain Supply Chain Management, 9(3), 731–738.
Sakdiyah, L., Effendi, R., & Kustono, A. S. (2019). Acceptance Analysis of the Use of E-Learning with the Theory of Planned Behavior (TPB) Approach to Accounting Students at the University of Jember. E-Journal Ekonomi Bisnis Dan Akuntansi, 6(2), 120–126.
Sarah, S., Rachman, A., & Febrianti, T. (2019). The Effect of Lifestyle, Design, and Celebrity Endorser on Purchase Intention (Study on MSMEs in Cibaduyut, Bandung). Jurnal Indonesia Membangun, 18(3), 60–75.
Satrio, D., Yunitarini, S., & Rizqiani, N. (2021). Application of green marketing mix of beauty products on sales through purchase decisions as intervening variable. Asian Management And Business Review (AMBR), 81–94.
Siahaan, A., & Thiodore, J. (2022). Analysis Influence of Consumer Behavior to Purchase Organic Foods in Jakarta. 6th International Conference of Food, Agriculture, and Natural Resource (IC-FANRES 2021), 57–65.
Siringoringo, H. (2004). The role of the marketing mix on consumer buying behavior. Jurnal Ekonomi Dan Bisnis, 9(03).
Siripipatthanakul, S., Limna, P., Siripipattanakul, S., & Auttawechasakoon, P. (2022). The Impact of TPB Model on Customers’ Intentions to Buy Organic Foods: A Qualitative Study in Angsila-Chonburi, Thailand. Psychology and Education Journal, 59(2), 419–434.
Srivastava, D., Dwivedi, P. K., Tripathi, V., & Singh, A. (2022). Measuring the Impact of Environmental Knowledge towards Intention to Buying Organic Food Products in Tier-II Cities of India. Journal of Positive School Psychology, 9908–9918.
Tu, J. C., Chen, Y. Y., & Chen, S. C. (2017). The study of consumer green education via the internet of things with green marketing. Eurasia Journal of Mathematics, Science and Technology Education, 13(9), 6133–6145. https://doi.org/10.12973/eurasia.2017.01054a
Uddin, S. M. F., & Khan, M. N. (2018). Young Consumer’s Green Purchasing Behavior: Opportunities for Green Marketing. Journal of Global Marketing, 31(4), 270–281. https://doi.org/10.1080/08911762.2017.1407982
Vilkaite-Vaitone, N., Skackauskiene, I., & DÃÂÂÂÂÂaz-Meneses, G. (2022). Measuring Green Marketing: Scale Development and Validation. In Energies (Vol. 15, Issue 3). https://doi.org/10.3390/en15030718
Zaky, M. H., & Purnami, N. M. (2020). Green Marketing Mix Affects Big Tree Farms Product Purchase Decisions at Lotus Food Services. E-Jurnal Manajemen Universitas Udayana, 9(2), 678.
Zayed, M. F., Gaber, H. R., & El Essawi, N. (2022). Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country. Sustainability, 14(10), 5868.
Bai, L., Wang, M., & Gong, S. (2019). Understanding the antecedents of organic food purchases: The important roles of beliefs, subjective norms, and identity expressiveness. Sustainability, 11(11), 3045.
Boobalan, K., Sivakumaran, B., & Susairaj, M. (2022). Organic Food Preferences: A Comparison of American and Indian Consumers. Food Quality and Preference, 104627.
Bósquez, N. G. C., Arias-Bolzmann, L. G., & Quiroz, A. K. M. (2022). The influence of price and availability on university millennials’ organic food product purchase intention. British Food Journal, ahead-of-print.
Budiani, N. P. A., Suastuti, N. L., & Massenga, L. M. (2017). Marketing strategies for organic restaurant in ubud tourist area-bali. Journal of Business on Hospitality and Tourism, 2(1), 393–402.
Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, I. M. D. M., Prasetiyo, B., Vianitati, P., & Gebang, A. A. (2021). Metode penelitian pendekatan kuantitatif (1st ed.). Media Sains Indonesia.
Handriana, T., Setiawan, R., Aisyah, R. A., & Suryaningsih, I. B. (2022). Consumer Decisions in Consuming Eco-Friendly Food Products During the COVID-19 Pandemic: Based on Green Marketing Mix Concept. Multicultural Education, 8(4).
Hasan, H. N., & Suciarto, S. (2020). The influence of attitude, subjective norm and perceived behavioral control towards organic food purchase intention. Journal of Management and Business Environment (JMBE), 1(2), 132.
Hidayat, A., Asma’i Ishak, G. G. Z., & Ekasasi, S. R. (2020). Predictor of Switching Intention on Healthy Food Business: Theory of Planned Behavioral Approach. Quality-Access to Success, 23, 188.
Hidayat, A., Wijaya, T., Ishak, A., Rejeki Ekasasi, S., & Zalzalah, G. G. (2021). Model of the consumer switching behavior related to healthy food products. Sustainability, 13(6), 3555.
Kesse-Guyot, E., Lairon, D., Allès, B., Seconda, L., Rebouillat, P., Brunin, J., Vidal, R., Taupier-Letage, B., Galan, P., & Amiot, M.-J. (2022). Key findings of the French BioNutriNet project on organic food–based diets: description, determinants, and relationships to health and the environment. Advances in Nutrition, 13(1), 208–224.
Kim, B. J., Song, K. S., Kong, H. H., Cha, H. J., & Ock, M. (2014). Heavy hymenolepis nana infection possibly through organic foods: Report of a case. Korean Journal of Parasitology, 52(1), 85–87. https://doi.org/10.3347/kjp.2014.52.1.85
Kovacs, I., & Keresztes, E. R. (2022). Perceived consumer effectiveness and willingness to pay for credence product attributes of sustainable foods. Sustainability, 14(7), 4338.
Le, M. H., & Nguyen, P. M. (2022). Integrating the Theory of Planned Behavior and the Norm Activation Model to Investigate Organic Food Purchase Intention: Evidence from Vietnam. Sustainability, 14(2), 816.
Machová, R., Ambrus, R., Zsigmond, T., & Bakó, F. (2022). The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products. In Sustainability (Vol. 14, Issue 3). https://doi.org/10.3390/su14031364
Mertha Adnyana, I. M. D., & Sudaryati, N. L. G. (2022). The potency of green education-based blended learning in biology students at the Hindu University of Indonesia. BIO-INOVED: Jurnal Biologi-Inovasi Pendidikan, 4(1), 1–9.
Michaelidou, N., & Hassan, L. M. (2010). Modeling the factors affecting rural consumers’ purchase of organic and free-range produce: A case study of consumers’ from the Island of Arran in Scotland, UK. Food Policy, 35(2), 130–139.
Michaelidou, N., & Hassan, L. M. (2018). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163–170.
Mukaromah, A. L., Teja, I. G. N. A. E., & Anggraini, N. P. N. (2019). The effect of green marketing, brand awareness and price perception on purchase decision. International Journal of Applied Business and International Management (IJABIM), 4(3), 75–83.
Muliasari, R. M., Aulia, A. N., Setiawan, A. P., & Ibanah, I. (2021). Factors Affecting Purchase Intentions for Organic Food Products: A Literature Study. Jurnal Penelitian Ilmu Sosial Dan Eksakta, 1(1), 47–63.
Murphy, B., Martini, M., Fedi, A., Loera, B. L., Elliott, C. T., & Dean, M. (2022). Consumer trust in organic food and organic certifications in four European countries. Food Control, 133, 108484.
Mustikawati, E., Utama, L., Ruslim, T. S., & Wijaya, H. (2021). Factors Affecting Interest in Buying Organic Food. Jurnal Bina Manajemen, 9(2), 146–161.
Nguyen-Viet, B. (2022). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, ahead-of-print(ahead-of-print). https://doi.org/10.1108/APJBA-08-2021-0398
Nguyen, H. V., Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. International Journal of Environmental Research and Public Health, 16(6), 1037.
Nugraha, R., Kusumawardani, K. A., & Octavianie, V. (2018). The Influence of Celebrity Endorsement in Instagram towards Customer Behavior and Purchase Intention in Healthy Food Diet Business. Firm Journal of Management Studies, 3(2). https://doi.org/10.33021/firm.v3i2.476
Priatni, S. B., Hutriana, T., & Hindarwati, E. N. (2020). The Effect of Social Media Marketing on Purchase Intention with Brand Awareness as an Intervening Variable at Martha Tilaar Salon Day Spa. Journal of Economics, Management and Banking, 5(3), 145–155. https://doi.org/10.35384/jemp.v5i3.165
Puspitasari, C. A., Yuliati, L. N., & Afendi, F. (2021). The Influence of Green Marketing, Environmental Awareness and Health on Purchase Decisions for Organic Food Products Through Attitude. Jurnal Aplikasi Bisnis Dan Manajemen (JABM), 7(3), 713.
Rachmawati, I. K., Bukhori, M., Nuryanti, F., FE, S. P., & Hidayatullah, S. (2020). Collaboration Technology Acceptance Model, subjective norms and personal innovations on buying interest online. International Journal of Innovative Science and Research Technology, 5(11).
Rahnama, H., & Leszczyc, P. T. L. P. (2022). The effect of fixed and growth mindsets on buying sustainable foods. British Food Journal.
Rana, S. (2022). Consumer Awareness And Perception Towards Green Marketing: An Empirical Study In Bangalore City. Journal of Positive School Psychology Http://Journalppw. Com, 6(5), 4240–4245.
Requero, B., Cancela, A., Santos, D., DÃÂÂÂÂÂaz, D., & Briñol Turnes, P. (2015). Feelings of ease and attitudes toward healthy foods. Psicothema.
Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of Retailing and Consumer Services, 67, 102988.
Rustagi, P., & Prakash, A. (2022). review on consumer’s attitude & purchase behavioral intention towards green food products. International Journal of Health Sciences, 9257–9273. https://doi.org/10.53730/ijhs.v6nS1.7092
Sahir, S., Fahlevi, M., Kasbuntoro, K., & Sutia, S. (2021). Effect of halal food management system certification on buying interest of Indonesian consumer goods. Uncertain Supply Chain Management, 9(3), 731–738.
Sakdiyah, L., Effendi, R., & Kustono, A. S. (2019). Acceptance Analysis of the Use of E-Learning with the Theory of Planned Behavior (TPB) Approach to Accounting Students at the University of Jember. E-Journal Ekonomi Bisnis Dan Akuntansi, 6(2), 120–126.
Sarah, S., Rachman, A., & Febrianti, T. (2019). The Effect of Lifestyle, Design, and Celebrity Endorser on Purchase Intention (Study on MSMEs in Cibaduyut, Bandung). Jurnal Indonesia Membangun, 18(3), 60–75.
Satrio, D., Yunitarini, S., & Rizqiani, N. (2021). Application of green marketing mix of beauty products on sales through purchase decisions as intervening variable. Asian Management And Business Review (AMBR), 81–94.
Siahaan, A., & Thiodore, J. (2022). Analysis Influence of Consumer Behavior to Purchase Organic Foods in Jakarta. 6th International Conference of Food, Agriculture, and Natural Resource (IC-FANRES 2021), 57–65.
Siringoringo, H. (2004). The role of the marketing mix on consumer buying behavior. Jurnal Ekonomi Dan Bisnis, 9(03).
Siripipatthanakul, S., Limna, P., Siripipattanakul, S., & Auttawechasakoon, P. (2022). The Impact of TPB Model on Customers’ Intentions to Buy Organic Foods: A Qualitative Study in Angsila-Chonburi, Thailand. Psychology and Education Journal, 59(2), 419–434.
Srivastava, D., Dwivedi, P. K., Tripathi, V., & Singh, A. (2022). Measuring the Impact of Environmental Knowledge towards Intention to Buying Organic Food Products in Tier-II Cities of India. Journal of Positive School Psychology, 9908–9918.
Tu, J. C., Chen, Y. Y., & Chen, S. C. (2017). The study of consumer green education via the internet of things with green marketing. Eurasia Journal of Mathematics, Science and Technology Education, 13(9), 6133–6145. https://doi.org/10.12973/eurasia.2017.01054a
Uddin, S. M. F., & Khan, M. N. (2018). Young Consumer’s Green Purchasing Behavior: Opportunities for Green Marketing. Journal of Global Marketing, 31(4), 270–281. https://doi.org/10.1080/08911762.2017.1407982
Vilkaite-Vaitone, N., Skackauskiene, I., & DÃÂÂÂÂÂaz-Meneses, G. (2022). Measuring Green Marketing: Scale Development and Validation. In Energies (Vol. 15, Issue 3). https://doi.org/10.3390/en15030718
Zaky, M. H., & Purnami, N. M. (2020). Green Marketing Mix Affects Big Tree Farms Product Purchase Decisions at Lotus Food Services. E-Jurnal Manajemen Universitas Udayana, 9(2), 678.
Zayed, M. F., Gaber, H. R., & El Essawi, N. (2022). Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country. Sustainability, 14(10), 5868.
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2022-07-30
How to Cite
Ningrum, N. A. S. (2022). The Effect of Health Care With Attitudes and Behavioral Control on Consumers’ Buying Interest in Healthy Food Products. Journal of Management Science (JMAS), 5(3), 94–100. Retrieved from https://exsys.iocspublisher.org/index.php/JMAS/article/view/138
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