Changes in Economic Behavior Towards Organic Food Consumption in Situbondo Regency

Abstract

The purpose of the study was conducted to determine the effect of product attributes of organic food plants as healthier food plants, and inconvenience to motivate consumption shifts through attitudes towards shifting non-organic food crop products to organic food crops. The research method uses Structural Equation Modeling (SEM) with testing using AMOS, the research sample of 250 people with a proportional random sampling method. The results of the study, Product attribute, and inconvenience have a positive and significant effect on motivation to shift consumption, while inconvenience has a negative effect. The motivation of elaborating information strengthens the effect of product attributes on attitudes towards product transition of non-organic food plants to organic food plants. In contrast, to the influence of inconvenience, the effect of moderation is not significant. The motivation of elaborating information strengthens the effect of attitudes towards product transition to the motivation for shifting consumption of non-organic food plants to organic food plants.