Title: Buying decision factors influencing organic food purchase by young consumers: case of Bandung City, Indonesia

Authors: Jann Hidajat Tjakraatmadja; Santi Novani; Mikhael Tjhi; Yudi Azis

Addresses: School of Business and Management (SBM), Institut Teknologi Bandung, Indonesia ' School of Business and Management (SBM), Institut Teknologi Bandung, Indonesia ' School of Business and Management (SBM), Institut Teknologi Bandung, Indonesia ' School of Business and Management (SBM), Institut Teknologi Bandung, Indonesia; Faculty of Economics and Business, Universitas Padjadjaran, Indonesia

Abstract: Living a comfortable lifestyle is important for many people. However, there are many drawbacks related to health issues, especially for younger people. Some have degenerative diseases that in the past only presented in older people. This paper aims to identify the driving factors that influence the decisions of young consumers to purchase organic food. This research is conducted using mixed methods. Based on the exploratory method, it is found that there are 16 factors drive buying decision towards organic food. Furthermore, through a quantitative method, two clusters of customers are identified. Cluster 1 is consumers who are aware based on life demands that have seven main driving factors, while cluster 2 includes consumers who follow the modern lifestyle based on the suggestions. This study can provide insight into value driven by customers' buying decisions.

Keywords: customers' buying decisions; organic food; participatory research; mixed method; two-step cluster analysis; Indonesia.

DOI: 10.1504/IJBEX.2019.100749

International Journal of Business Excellence, 2019 Vol.18 No.3, pp.360 - 387

Received: 24 Feb 2018
Accepted: 06 Apr 2018
Published online: 17 Jul 2019 *

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