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Rohman, Ach. Ainur
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Decoding Organic Food Buying Intention: The Interplay of Health Consciousness and Perceived Value Among Urban Consumers in Malang Napitupulu, Simon Azriel; Setiawan, Budi; Rayesa, Neza; Haryati, Novi; Rohman, Ach. Ainur
HABITAT Vol. 36 No. 2 (2025): August
Publisher : Department of Social Economy, Faculty of Agriculture , University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2025.036.2.14

Abstract

This study investigates the role of health consciousness and consumer perceived value (CPV) in shaping organic food purchase intentions among urban consumers in Malang City, Indonesia. Amid rising health awareness and growing demand for organic products, this research explores how functional, emotional, economic, and social value dimensions mediate the link between health consciousness and purchasing intention. A quantitative approach was employed, gathering data from 90 purposively sampled individuals with prior organic food purchasing experience. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the findings reveal that while health consciousness does not directly influence purchase intention, it significantly enhances perceptions of functional, emotional, and economic value. Among CPV dimensions, functional and economic values have the strongest positive impact on purchase intention, whereas emotional value shows no significant effect, and social value is found to be insignificant. These results highlight that consumers primarily pursue organic food for utilitarian benefits related to health safety, reliability, and cost-effectiveness rather than for social recognition or emotional gratification. The study underscores the importance of targeted marketing strategies that emphasize tangible product benefits and consumer education to boost organic food consumption. Implications include the need for policy support and certification transparency to bridge gaps between health awareness and sustainable consumption behavior. This research contributes to the literature by clarifying the indirect pathways through which health consciousness influences purchase decisions via CPV constructs.
The Willingness of Farmers to Adopt Innovations from Farmer-Owned Enterprises (BUMP) Wicaksono, Karuniawan Puji; Kusuma, Bayu Adi; Permanasari, Paramyta Nila; D.P, Della Aprillia; Dewi, Rahma Wilda Kusuma; Ramadhani, Mirza; Rohman, Ach. Ainur
HABITAT Vol. 35 No. 1 (2024): April
Publisher : Department of Social Economy, Faculty of Agriculture , University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2024.035.1.4

Abstract

A Method to increase the capacity of farmers is through farmer institutions. BUMP or know as (Farmer-Owned Enterprise) is one of the farmer institutions which incorporate in the agricultural commodity association. BUMP is helpful association for increasing farmer’s income and knowledge, facilitating farmers in obtaining production facilities and also capital, and facilitating the sale of crops to increase the productivity of agricultural products. However, behind the benefits provided, there are challenges that must be faced related to the willingness of farmers to adopt innovations. This study pays attention to how the influence of self-efficacy and attitude on the willingness to adopt is supported by the variables Perceived Ease of Use and Perceived Usefulness. This research was conducted in Dadaplangu Village, Ponggok District, Blitar Regency. Respondents in the study consist of 35 members of Gapoktan Rukun Sentosa who were taken by a saturated sampling technique. The result analysis of this study using SEM PLS showed that self-efficacy, attitude, perceived ease of use, and perceived usefulness influenced the farmers' willingness to adopt the innovation.
Co-Authors Budi Setiawan D.P, Della Aprillia Dewi, Rahma Wilda Kusuma Karuniawan Puji Wicaksono Kusuma, Bayu Adi Napitupulu, Simon Azriel Novi Haryati Paramyta Nila Permanasari, Paramyta Nila Ramadhani, Mirza Rayesa, Neza