Determinants of Repurchase Intention for Organic Rice among Indonesian Millennials
DOI:
https://doi.org/10.31328/bmb.v7i1.949Keywords:
Repurchase Intention, Organic Rice, Millennials, Perceived Value, Consumer Social ResponsibilityAbstract
This study investigates the determinants of repurchase intention toward organic rice among Indonesian Millennials, a consumer segment characterized by growing awareness of health and environmental sustainability. Despite the increasing adoption of organic products, consistent repurchasing behavior remains limited, indicating a gap between awareness and actual consumption practices. This research develops an empirical model by examining the roles of perceived consumer social responsibility, perceived price fairness, perceived quality, and perceived value in shaping repurchase intention. A quantitative approach was employed using a cross-sectional survey design. Data were collected from Millennial consumers across Indonesia through purposive sampling, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
The results reveal that perceived consumer social responsibility significantly influences both perceived price fairness and perceived quality. In turn, these two factors positively affect perceived value, which emerges as the strongest predictor of repurchase intention. Additionally, perceived price fairness and perceived quality also demonstrate direct positive effects on repurchase intention, indicating both mediated and direct relationships within the model. This study contributes to the literature by integrating consumer social responsibility into a value-based framework, offering a more comprehensive explanation of repurchase behavior in the context of organic staple food consumption. The findings provide practical insights for businesses to strengthen consumer loyalty by emphasizing product value, transparent pricing, and quality assurance strategies..
References
This study investigates the determinants of repurchase intention toward organic rice among Indonesian Millennials, a consumer segment characterized by growing awareness of health and environmental sustainability. Despite the increasing adoption of organic products, consistent repurchasing behavior remains limited, indicating a gap between awareness and actual consumption practices. This research develops an empirical model by examining the roles of perceived consumer social responsibility, perceived price fairness, perceived quality, and perceived value in shaping repurchase intention.
A quantitative approach was employed using a cross-sectional survey design. Data were collected from Millennial consumers across Indonesia through purposive sampling, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
The results reveal that perceived consumer social responsibility significantly influences both perceived price fairness and perceived quality. In turn, these two factors positively affect perceived value, which emerges as the strongest predictor of repurchase intention. Additionally, perceived price fairness and perceived quality also demonstrate direct positive effects on repurchase intention, indicating both mediated and direct relationships within the model.
This study contributes to the literature by integrating consumer social responsibility into a value-based framework, offering a more comprehensive explanation of repurchase behavior in the context of organic staple food consumption. The findings provide practical insights for businesses to strengthen consumer loyalty by emphasizing product value, transparent pricing, and quality assurance strategies..
