Abstract

In modern life, there are many health problems. People are now starting to become aware of food ingredients that have an impact on environmental pollution and body health, switching to consuming foods free of dangerous chemicals by consuming organic vegetables. This research determines attitudes, subjective norms and perceived behavior control using the theory of planned behavior in decisions to purchase organic vegetables in the city of Surakarta. The aim of this research is: Analyzing the influence of attitudes, subjective norms and perceived behavior control on decisions to purchase organic vegetables in the city of Surakarta. The basic research method uses quantitative. The method for determining the research location is purposive. The research location was chosen in Surakarta City. The sampling method is non-probability sampling with purposive sampling technique. The analytical tool in this research uses SEM SmartPLS 3.0. There were 80 respondents in this study. The research results show that attitudes, subjective norms and perceived behavior control have a positive influence on decisions to purchase organic vegetables in the city of Surakarta.