Predicting women purchase intention for green food products in Indonesia

This study investigated the applicability of the Theory of Planned Behavior in predicting women consumers on their intention towards purchasing green food products among 406 participants. Using linear regression, five independent variables had been examined: attitude towards green food products, subjective norms, perceived behavioral control, and perceived difficulty in predicting purchase intention. The results reveal further evidence of consistency between Attitude, Subjective Norm, Perceived Behavioral Control and Perceived Difficulty as presented in Theory of Planned Behavior. Despite the supporting evidence for the original Theory of Planned Behavior, Environmental Knowledge, additionally, has been found to be the immediate predictor of Purchase Intention. It also has been demonstrated that among the predictors, Subjective Norm was found to be the most considerably factor in predicting purchase intention. Keywords: Theory of Reasoned Action; Theory of Planned Behavior; Green Marketing; Consumer Behavior; Indonesia