Consumer Attitudes Toward Organic Products in Jakarta: The Interplay of Knowledge, Quality Perception, and Health Consciousness

This study aims to examine the influence of knowledge about organic products, perception of product quality, and health awareness on attitudes towards organic products among consumers of organic products in Jakarta. A quantitative research approach was employed to objectively measure the relationships among the variables. Primary data were collected through an online questionnaire distributed via Google Forms to organic product consumers, with a total of 128 valid responses obtained using accidental nonprobability sampling. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique, which allows for simultaneous evaluation of the measurement and structural models. The measurement model was assessed through tests of convergent validity, discriminant validity, and reliability, while the structural model was evaluated using path coefficients, R-Square values, T-statistics, and p-values obtained through bootstrapping. The results indicate that the model demonstrates strong predictive power, with the endogenous construct explaining a substantial proportion of variance. The findings reveal that health awareness and perception of product quality have a positive and statistically significant effect on attitudes towards organic products, whereas knowledge about organic products does not exhibit a significant direct influence. These results suggest that affective and perceptual factors play a more dominant role than cognitive factors in shaping consumer attitudes toward organic products. The study provides important theoretical and managerial insights for developing effective marketing strategies in the organic product market.