Examining the Effects Social Influence on Consumers’ Purchase Intention toward Organic Products

Abstract

The purpose of this study is to investigate the role of social influences on customer purchase intention towards organic products. Organic products in this research is referring to all type of products that was produced or manufactured using the organic materials. The organic products were not limited to food but covering other products such as cosmetics, beverages, health products and others. This study measures the relationship of conformity, obedience, peer pressure, leadership, sales and marketing towards purchase intentions of organic products. The research was conducted in Capital city of Indonesia, Jakarta. 250 questionnaires distributed and 230 were used. 20 respondents were rejected due to missing data and incomplete. The results indicate that all variables have a positive relationship towards customer purchase intentions except for peer pressure and marketing activities. The outcomes of this study can be used by managers to incorporate marketing strategies in their environmental campaigns for promoting organic products purchasing practices. The current study is a pioneer in examining the role of social influence towards purchase intentions among young consumer in Jakarta.