Consumer attitude and intention to buy OrganicFood as a result of brand extension: An experimental approach

摘要: Demand of organic product has been growing substantially both domestic and international markets. Moreover, the existence Indonesia government support through “Go Organic 2010” mission makes food as an interesting topic to be discussed recently become evident investigated. Regarding previous studies in area, most researchers had investigated about factors driving consumers' behavior toward buying profiling conscious consumer based on demographic factor. Whereas, a research that considering brand extension concept investigating attitude intention buy not discover. Thus, author aim fill this gap answered question follow: “What is context (unfit fit association)?” “Does their correlate with buy?” Before after (pre post-test) type experimental design was used test hypothesis. The experiment conducted two times since first experiment, there misperception subjects treatment group 2 stimulus so obscured independent variable. Besides, we preliminary before second held. Additionally, exploration study which identified important criteria milk according consumers required experiment. Then, screening process obtain would participated After conducting provide additional explanation for questionnaires results. There were 33 persons attended whereas 43 out 100 invited subjects. Subjects randomly assigned into groups. Control technique achieved some ways, such as: matching them groups, selected same condition classroom each group, assuming price availability variable are constant. Stimulus groups given written media (power point slide flyer). data collected from questionnaire processed using SPSS 16.0 it found association) did influence food. H1a H1b supported. correlated buy, H2a H2b Based reported they more concerned to, taste milk, price, benefit product, image. between non-organic parent perceived by 1 unfit association could its category. Nevertheless, noticed attention blocking occurred contributes unsupported