INTENSI KONSUMEN UNTUK MEMBELI MAKANAN ORGANIK: SEBUAH TELAAH TEORITIS
Authors
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Alexander Joseph Ibnu Wibowo
Program Studi S1 Marketing Prasetiya Mulya School of Business and Economics
Keywords:
Intention to Buy, Organic Food, Marketing, Theory of Planned BehaviorAbstract
Dewasa ini konsumen semakin menyadari faktor kesehatan sebagai salah satu pertimbangan penting dalam mengkonsumsi makanan. Produsen pun menjawab kebutuhan ini di antaranya dengan menawarkan berbagai produk yang memperhitungkan aspek kesehatan konsumen. Salah satu di antaranya adalah produk makanan organik (organic food). Studi ini bermaksud untuk mengidentifikasi berbagai penyebab yang menentukan intensi konsumen untuk membeli makanan organik melalui sebuah telaah literatur dari sejumlah artikel di jurnal internasional terkini. Secara khusus, kami mengajukan sebuah model teoritis hasil modifikasi berdasarkan studi-studi sebelumnya. Berdasarkan hasil telaah literatur, kami menemukan sebanyak tujuh belas variabel yang patut diduga menentukan intensi konsumen untuk membeli makanan organik. Variabel-variabel tersebut yakni: sikap terhadap makanan organik, norma-norma subjektif, persepsi kontrol perilaku, kesenangan (pleasure), pengetahuan tentang makanan organik, cara hidup sehat, karakteristik sosial-ekonomi, kepuasan konsumen, nilai konsumen, harga, persepsi kesehatan makanan, perhatian terhadap keamanan makanan, gaya hidup etis, kesadaran kesehatan, ekspektasi hedonis, norma moral, sikap moral, kepercayaan, persepsi risiko, dan persepsi kesehatan makanan. Studi juga menemukan adanya peran nilai-nilai sebagai variabel moderator yang menengahi hubungan antara sikap terhadap makanan organik, norma subjektif, dan persepsi kontrol perilaku dengan intensi membeli makanan organik. Hedonisme juga diduga menengahi hubungan antara kesenangan dan intensi membeli makanan organik. Selain itu, jenis kelamin, usia, pendapatan rumah tangga, diet, ketergantungan dalam rumah tangga, dan pembelian makanan utama diduga menengahi hubungan antara sikap terhadap makanan organik dengan intensi membeli makanan organik. Kontribusi berharga dari studi ini adalah sebuah model intensi membeli makanan organik komprehensif yang bersifat teoritis. Diharapkan studi ini dapat diikuti dengan berbagai studi kuantitatif empiris lain untuk memastikan akurasi model ini.
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