Intentions of Indonesian Consumers on Buying Organic Food

The aim of this study is to examine the model of consumer's buying intention towards organic food in Indonesia. Its model presents the relationship among healthy consumption life sytle, attitude toward organic food, and buying intention of organic food. This study uses survey data gathering from 202 mothers who have a child or children. Result indicates that healthy consumption life sytle are a good predictor for attitude toward organic food, meanwhile attitude toward organic food directly influence to buying intention toward organic food.