Intention Toward Halal and Organic Food: Awareness for Natural Content, Religiosity, and Knowledge Context
Abstract
This research aimed to determine the impact of natural content, knowledge of halal and green foods and religiosity toward purchase intention through awareness as mediator variable. This study was evaluated on Tropicana Slim Beras Merah Organik product to consumers in Pontianak. People nowadays are more concerned and wary when choosing food. They are concerned about the food being halal, which has started to shift food that has halal and green logo. This research was a quantitative one, the aim of which is to further magnify the proposed hypothesis in the research and answer the problem in the research. Questionnaire were distributed to obtain the data. The sample is accumulated into 100 respondents. Data analysis was done using SEM-PLS. This study verifies that natural content, knowledge of halal and green foods and religiosity have a positive effect on consumer awareness of products. This study also shows that consumer awareness of the product can affect the purchase intention positively.
Keywords: natural content, knowledge of halal and green foods, religiosity, awareness, purchase intention
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