Study Theory Of Reasoned Action (TRA) On The Intention Of Consuming Organic Vegetables (Study Case In The Bengkulu Province, Indonesia)

Abstract

People are motivated to eat organic rather than non-organic vegetables by the growing trend of healthy living. This is because organic crops are considered better for consumption because they do not contain as much pesticide residue as non-organic crops. Therefore, the opportunity to establish an organic vegetable business in the city of Bengkulu has excellent potential.
In this regard, it is essential to analyze how the intention to consume organic vegetables in Bengkulu city. The study of the intention to consume organic vegetables in Bengkulu city can be related to the reaction action theory. This study aims to identify the factors that influence the intention to consume organic vegetables in the city of Bengkulu using the Theory Of Reasoned Action.This study was conducted in January 2020 and took place in Bengkulu Region.
This research involved 100 respondents who were chosen using an unintended form of sampling. The number of respondents selected as many as 100 individuals; this number follows the needs of the research method. In order to examine the factors that affect the intention to consume organic vegetables, this research uses reaction-action theory. The analysis method used is partial Least Square with the help of the PLS 3 Pro smart software. Based on the research results, it was found that attitude and subjective norms had a significant effect on the formation of an intention to consume organic vegetables.
Respondents agree that attitudes can affect the intention to consume organic vegetables with a P-Value of 0.000. Meanwhile, the subjective norm affects the intention to consume organic vegetables with a P-Value of 0.016. The results of this study indicate that the TRA study strongly supports research involving intentions.