THE INFLUENCE OF CONSUMER PERCEPTION ON PURCHASING ORGANIC FOOD IN MANADO
Authors
Prisilia Alfa Loing
International Business Administration Program, Jurusan Manajemen,
Economics and Business Faculty, Sam Ratulangi University, Manado 95115, Indonesia
In these past decades, the awareness of health and environment issues is rapidly growing. Hence, the term of these issues has become one of the consumer concerns in purchasing organic products and it has been reflected in the increasing consumer awareness, interest, and demand on organic products. The study aim to determine the consumer perception on organic food purchasing in Manado city using a regression analysis. 200 people of Manado city who knew and concerns to purchase healthy product were rondomly surveyed as samples. The result shows the knowledge and education is significantly influenced the consumer intention to purchase organic products. These findings shows that people need to have a good knowledge about a product before they’re going to purchase it.
