ANALYSIS OF SOCIAL VALUE ORIENTATION AS A MODERATING VARIABLE IN THE PROCESS OF ORGANIC FOODS PURCHASING

Abstract

The purpose of this study examines the role of social value orientation in moderating the effect of health consciousness, food safety concern, ecological knowledge, perceived value, attitude toward organic foods on purchase intention. Specificaly, this study wants to examine whether health consciousness, food safety concern, ecological knowledge, perceived value,
attitude toward organic foods as important considering in forming the purchase intention. Survey is a method conducted to collect the data. In this study, sample consist’s of 300 college students who have intend to purchase organic food. Convenience technique is a method choosen to make easier in getting the sample. Reliablity and validity test was done to make ascertain the quality of data. Structural equation model is statistical method choosen to elaborate the linkage among of unobserved variabel. The result show that health consciousness have significant influence to attitude toward organic foods, food safety concern have also significant influence to attitude toward organic foods, ecological knowledge have
significant influence to attitude toward organic foods, perceived value have significant influence to attitude toward organic foods, attitude toward organic foods have significant influence to purchase intention and in moderation role social value orientation is moderating health consciousness, food safety concern, ecological knowledge, perceived value, attitude toward organic foods on purchase intention. In this study, both limitation and implication are also discussed in order to give inside toward theoritical, practical and future research aspects.