The Application of Planned Behavior Theory on Millennial Generation Behavior in Purchasing Organic Vegetables

Organic vegetables are vegetables that are cultivated without any synthetic chemicals. Organic vegetables production volume is increasing every year. There are expectations of increasing the annual production of organic food in order to provide safe and healthy food. Vegetables are one of the basic...

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Autores principales:	Yusuf Ramadhan, Mukhamad Najib, Ma’mun Sarma
Formato:	article
Lenguaje:	EN ID
Publicado:	Bogor Agricultural University 2020
Materias:	Agriculture (General) S1-972 Business HF5001-6182
Acceso en línea:	https://doaj.org/article/298ba8aba58d498990611b2c2c1ddcf2
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spelling	oai:doaj.org-article:298ba8aba58d498990611b2c2c1ddcf22021-11-04T04:20:00ZThe Application of Planned Behavior Theory on Millennial Generation Behavior in Purchasing Organic Vegetables1693-58532407-252410.17358/jma.17.2.117https://doaj.org/article/298ba8aba58d498990611b2c2c1ddcf22020-07-01T00:00:00Zhttps://jurnal.ipb.ac.id/index.php/jmagr/article/view/31664https://doaj.org/toc/1693-5853https://doaj.org/toc/2407-2524Organic vegetables are vegetables that are cultivated without any synthetic chemicals. Organic vegetables production volume is increasing every year. There are expectations of increasing the annual production of organic food in order to provide safe and healthy food. Vegetables are one of the basic needs that are consumed daily in Indonesia. This research aimed to analyze the buying behavior of organic vegetables of millennials in Bandung city. This research tried to expand the Theory of Planned Behavior (TPB) by adding one variable, namely health consciousness, in the research framework. The methods used in this research were Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) with the AMOS approach. The number of samples used were was 208 respondents. Millennial Generation respondents consisted of people aged 21 to 40 years old whoi were selected with a sampling technique of quota sampling. Data collection was conducted by distributing online questionnaires using Google Forms via WhatsApp and Instagram. The results showed that the purchase intention variable had the most dominant influence toward on buying behavior. While health consciousness, which was an addition of the Theory of Planned Behavior modification, had the most dominant effect toward perceived behavioral control. Keywords: theory of planned behavior, health consciousness, organic vegetables, millennial generation, structural equation modeling (SEM)Yusuf RamadhanMukhamad NajibMa’mun SarmaBogor Agricultural UniversityarticleAgriculture (General)S1-972BusinessHF5001-6182ENIDJurnal Manajemen & Agribisnis, Vol 17, Iss 2, Pp 117-117 (2020)
institution	DOAJ
collection	DOAJ
language	EN ID
topic	Agriculture (General) S1-972 Business HF5001-6182
spellingShingle	Agriculture (General) S1-972 Business HF5001-6182 Yusuf Ramadhan Mukhamad Najib Ma’mun Sarma The Application of Planned Behavior Theory on Millennial Generation Behavior in Purchasing Organic Vegetables
description	Organic vegetables are vegetables that are cultivated without any synthetic chemicals. Organic vegetables production volume is increasing every year. There are expectations of increasing the annual production of organic food in order to provide safe and healthy food. Vegetables are one of the basic needs that are consumed daily in Indonesia. This research aimed to analyze the buying behavior of organic vegetables of millennials in Bandung city. This research tried to expand the Theory of Planned Behavior (TPB) by adding one variable, namely health consciousness, in the research framework. The methods used in this research were Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) with the AMOS approach. The number of samples used were was 208 respondents. Millennial Generation respondents consisted of people aged 21 to 40 years old whoi were selected with a sampling technique of quota sampling. Data collection was conducted by distributing online questionnaires using Google Forms via WhatsApp and Instagram. The results showed that the purchase intention variable had the most dominant influence toward on buying behavior. While health consciousness, which was an addition of the Theory of Planned Behavior modification, had the most dominant effect toward perceived behavioral control. Keywords: theory of planned behavior, health consciousness, organic vegetables, millennial generation, structural equation modeling (SEM)
format	article
author	Yusuf Ramadhan Mukhamad Najib Ma’mun Sarma
author_facet	Yusuf Ramadhan Mukhamad Najib Ma’mun Sarma
author_sort	Yusuf Ramadhan
title	The Application of Planned Behavior Theory on Millennial Generation Behavior in Purchasing Organic Vegetables
title_short	The Application of Planned Behavior Theory on Millennial Generation Behavior in Purchasing Organic Vegetables
title_full	The Application of Planned Behavior Theory on Millennial Generation Behavior in Purchasing Organic Vegetables
title_fullStr	The Application of Planned Behavior Theory on Millennial Generation Behavior in Purchasing Organic Vegetables
title_full_unstemmed	The Application of Planned Behavior Theory on Millennial Generation Behavior in Purchasing Organic Vegetables
title_sort	application of planned behavior theory on millennial generation behavior in purchasing organic vegetables
publisher	Bogor Agricultural University
publishDate	2020
url	https://doaj.org/article/298ba8aba58d498990611b2c2c1ddcf2
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The Application of Planned Behavior Theory on Millennial Generation Behavior in Purchasing Organic Vegetables

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