Beyond Green Concerns: Drivers of Organic Food Purchases in Greater Jakarta
DOI:
https://doi.org/10.33021/ijfbp.v9i1.6768Abstract
The organic food market in Greater Jakarta continues to expand, driven primarily by purchasing decisions based on Health Awareness and Product Availability, rather than Environmental Concern, Price Perceptions, and Government Policy. This conclusion is based on a quantitative survey employing a cross-sectional approach involving 398 respondents residing in Greater Jakarta. Respondents were selected using purposive non-probability sampling because the study required participants with prior experience purchasing organic food products. Determinants such as health awareness, environmental concern, price perceptions, product availability, and government policy were statistically analyzed. A regression model was employed to explain 79.4% of the variance in purchasing decisions. Health awareness and product availability demonstrated positive relationships with purchasing decisions. Environmental concern and price perceptions did not exhibit significant effects. Government policy showed a significant relationship, although this finding should be interpreted with caution due to issues of internal consistency. The study also highlights a pragmatic hierarchy underlying organic food purchasing decisions in Greater Jakarta and suggests that organic food companies should prioritize health-oriented value communication, reliable product availability, and credible market assurance.
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