Organic Food Purchase Intention among Young Bali Consumers: Subjective Norm, Food Safety Concern, and Attitude

This study examines how subjective norms and concerns about food safety influence the intention of young people in Bali to buy organic food, with attitude acting as a mediating factor. A quantitative survey involving 200 respondents selected through purposive sampling was conducted using five-point Likert-scale questionnaires. The analysis of data was carried out through Partial Least Squares–Structural Equation Modelling (PLS-SEM). The findings show that subjective norms have a positive and significant effect on both attitude and purchase intention, while food safety concerns significantly affect attitude but have no significant direct effect on purchase intention. A positive attitude has a strong effect on the desire to make a purchase and partly explains how social pressure affects the decision to buy (β = 0.116, p = 0.002). It also mediates the relationship between food safety concerns and purchase intention through an indirect-only mediation pattern (β = 0.135, p < 0.001). These results show how social influence and attitude formation play a key role in influencing the desire to buy organic food. This study has some limitations because it is based on data collected at a single point in time, perception-based data, and focuses on young consumers in Bali. It contributes empirical evidence on the distinct direct and mediated relationships among subjective norms, food safety concerns, attitude, and purchase intention.