PENGARUH PENGETAHUAN EKOLOGIS, KEMAUAN MEMBAYAR LEBIH, DAN KESADARAN LINGKUNGAN TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK ORGANIK


Abstract: Organic products as natural products or are free of chemicals / pesticides , is currently a trend in many countries around the world. The tendency of shifting consumer consumption patterns of consuming organic products to conventional products has become an interesting phenomenon today . Shifting back to nature lifestyle , has become a wise choice to meet a healthy lifestyle . This view , looking at the trend of consumers choosing organic ingredients and eco-friendly products is increasing. Of the various existing studies , found that attention and the desire to buy organic food and organic food products behavior is increasing nowadays. The purpose of this study was to analyze the influence of ecological knowledge, willingness to pay more, and environmental awareness of the organic product purchase decisions in Hortimart Agro Center Bawen .
The population in this study is that consumers Hortimart Agro Center Bawen. Based Slovin formula, the sample size was 100 respondents were obtained with Purpose Sampling techniques , namely consumers who consume organic products . Primary data was collected through questionnaires and analyzed using multiple linear.The results of the research on 100 respondents in Hortimart Agro Ecological Knowledge Center showed that no significant influence on purchasing decisions, different results are shown in the willingness to pay more and the environmental awareness and significant positive influence on purchasing decisions. willingnessto paymore variable (b2 =0,550) became the biggest factors influencing purchasing decisions.
Keywords: Ecological Knowledge , Willingness to Pay More , Environmental Awareness, Purchase Decision
Penulis: Diana Aqmala, Astrid Novianti
Kode Jurnal: jpmanajemendd170414

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