Conceptual Framework of Environmentally Sustainable Behaviour on Organic Food Consumption

Agustinar Merdekawati Rianto; Whony Rofianto; Anna Riana Putriya

Agustinar Merdekawati Rianto Indonesia Banking School
Whony Rofianto Indonesia Banking School
Anna Riana Putriya Institut Teknologi Bandung

Keywords: environmentally sustainable behavior, organic food consumption, price barrier

Abstract

Background - Along with the Covid 19 pandemic, public awareness to consume healthy food, especially organic food, is increasing, in contrast, organic food in Indonesia only represents 0.03% of global demand. The occurrence of disasters and calamities caused by climate change has also strengthened people's sensitivity to environmentally sustainable issues. The global community seems to have reached a consensus about the need for transformation to have environmentally sustainable behavior, especially in organic food consumption

Purpose – The aim of the study is to explore the determinants of organic food repurchase intention along with the issue of price barriers and subjective norms.

Research methodology – A number of literature reviews were conducted to propose a conceptual framework that adopts components of environmentally sustainable behavior such as environmental concerns, food safety concerns, health consciousness, and organic food knowledge in notion with attitude toward organic food.

Findings – This study also indicates the complexity of the consumer decision-making process and challenges to form environmentally oriented communal behavior considering that in emerging countries there are multiple barriers such as price issues and the lack of public awareness of their role in consuming organic food on macro environmental issues. As a recommendation of this conceptual paper, it is highly suggested to continue the framework that has been compiled with data collection and further analysis.

Research limitations – Considering that the scope of this paper is in the form of a conceptual paper, the proposed framework still requires further data collection to provide a broader understanding and further clarification the context of the research in the future.

Originality/Novelty as a preliminary study, this literature study seeks to cover comprehensive factors on organic food consumption in emerging countries context.

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