WHICH IS IMPORTANT, HELATH CONSCIOUSNESS OR FOOD SAFETY CONCERN REGARDING PRGANIC FOOD
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Keywords: Organic Food, Health Consciousness, Food Safety Concern, Attitude, Purchase Intention.Abstract
Public awareness of health and food safety has increased interest in organic food, including in Lhokseumawe City. This study examines the effect of health consciousness and food safety concern on purchase intention, with attitude as a mediating variable. Data were collected from 122 respondents through an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that health consciousness influences attitude but does not directly drive purchase intention, whereas food safety concern has a significant impact both directly and indirectly through attitude. These results suggest that perceived food risk is a stronger predictor of consumer purchasing behavior than health awareness alone. The study is limited to a narrow geographic scope, and further research in broader contexts is recommended to strengthen generalizations.
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