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All Journal Innofarm Jurnal Inovasi Pertanian Jurnal Pertanian Agros International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Proceeding of International Conference Health, Science And Technology (ICOHETECH) Mestaka: Jurnal Pengabdian Kepada Masyarakat Jurnal Nusantara Mengabdi West Science Interdisciplinary Studies Agrifo: Jurnal Agribisnis Universitas Malikussaleh
Rahmawati Setiyani
Universitas Duta Bangsa Surakarta
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Medicine & Pharmacology Public Health Social Sciences Other

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HEALTHY AND SUSTAINABLE FOOD CONSUMPTION: ORGANIC FOOD PURCHASE INTENTION THROUGH HEALTH CONSCIOUSNESS, PERCEIVED VALUE, AND CONSUMER ATTITUDE Rahmawati Setiyani; Esti Dwi Rahmawati; Annisa Nugraheni Afridhianika
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 5 No. 10 (2026): SEPTEMBER
Publisher : RADJA PUBLIKA

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Abstract

The transition toward a healthy and sustainable food system requires a better understanding of the factors influencing consumers’ organic food choices. This study examines the effects of health consciousness and perceived value on organic food purchase intention, with attitude as a mediating variable. A quantitative survey was conducted among 110 consumers in Surakarta, Indonesia, using purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that attitude significantly influences purchase intention. Health consciousness positively affects both attitude and purchase intention, while perceived value significantly influences attitude and purchase intention. Furthermore, attitude significantly mediates the relationships between health consciousness and purchase intention, as well as between perceived value and purchase intention. Importance-Performance Map Analysis identifies perceived value as the highest-priority area for improvement because it demonstrates high importance but relatively lower performance. The findings suggest that strategies to promote organic food consumption should strengthen consumers’ perceptions of health, quality-of-life, emotional, and environmental benefits relative to price while maintaining positive attitudes toward organic products. By encouraging healthier and more sustainable consumption patterns, this study contributes to the achievement of SDG 3 (Good Health and Well-being), and SDG 12 (Responsible Consumption and Production).
Co-Authors Agidya Putra, Rajendra Aldira Dwi Saputri Ana Arum Janah Anggrasari, Herdiana Ani Septia Sari Annisa Nugraheni Afridhianika Ayu Kumala Sari Bimoseno Sepfrian Bobur Sobirov Dian Septi Purwani Dian Septi Purwani Edi Waluyo, Sugeng Esti Dwi Rahmawati Lathifah Khairani Lestari, Retna Dewi Nastiti Winahyu Rahmat Subagyo Rajendra Agidya Putra Sari Fajeri