Organic Cereal Flour's Consumer Behavior: The Application of Subjective Knowledge and Willingness to Pay the Extra Price in the Theory of Planned Behavior

Abstract

The purpose of this paper is to test the Theory of Planned Behavior (TPB) in an organic cereal consumers context. The relationships between subjective knowledge, attitudes and intention to buy organic cereal flour were studied by applying Measured Structural Equation Modelling (AMOS 21 graphic version). Based on the results, we claims that 74% variance in buying intention has been predicted by TPB with subjective knowledge and willingness to pay extra prices.