Consumer Behavioral Determinants of Organic Vegetable Purchase Intention in Indonesia

Abstract

This study investigates the factors that influencing the buying intention of organic vegetable consumers in Indonesia by extending the means-end value framework with health benefit, environmental concern, perceived quality, trust, and perceived price, positioning perceived value as the mediating construct. Data were collected via a structured online questionnaire completed by 657 respondents who had purchased organic vegetables in major Indonesian urban areas, and the model was tested Using structural equation modeling with the partial least squares approach (PLS-SEM) with the average extracted variance and composite reliability values surpassing the suggested limits. Results show that environmental concern, perceived quality, trust, health benefit, and perceived price all significantly shape perceived value, with environmental concern the strongest predictor. Perceived value, in turn, is the strongest determinant of buying intention, confirming its role as the central mechanism linking product- and consumer-related motives to purchase behavior. However, health benefit and perceived price show no significant direct effect on buying intention, suggesting both operate indirectly through perceived value rather than as immediate purchase drivers. These findings imply that marketing strategies emphasizing environmental stewardship, verifiable certification, and fair pricing are likely more effective than communication relying solely on health claims, offering practical guidance for producers, retailers, and policymakers seeking to expand Indonesia's organic vegetable market.