The Effects of Consumer Involvement, Price Sensitivity, and Sensory Appeal of Organic Food Purchase Intention during the Covid-19 Pandemic
Nanda Fathiyah Gumay, Dr. Nurdin Sobari

Universitas Indonesia

Abstract

Organic food is grown and produced in an organic way without any use of chemicals such as pesticides, fertilizers, or any other modified organism. COVID-19 brought a significant change in consumer behavior, including organic food consumption. Thus, resulting in an increase in sales. The focus of this study is to identify the effects of consumer involvement, price sensitivity, and sensory appeal of organic food purchase intention during the COVID-19 pandemic. Structural equation modeling with maximum likelihood estimation (MLE) was used to analyze the research models proposed in the study. This study used explanatory research to test the model with 236 respondents surveyed with criteria of the respondents that have purchased organic food during the COVID-19 pandemic.

Keywords: Consumer Involvement, COVID-19, Organic Food, MLE, Price Sensitivity, Purchase Intention, Sensory Appeal

Topic: Marketing Management