The objective of research is to determine the organic food purchasing intention model, with the variables studied
consisting of awareness of health, awareness of environment, organic food availability, attitude, subjective
norm, and organic food purchasing intention, as well age and consumption pattern variables. The research
method used was survey technique with 200 respondents as the consumer sample who intend to purchase food
organic in order to be consistent with the analysis method used, structural equation model (SEM).
The result of study shows that the awareness of health and awareness of environment are the determinant of
someone’s positive attitude creator to organic food. The finding about the moderating role of age group and
consumption pattern variables on the relationship between attitude and behavior of organic food purchasing
intention affects the organic food purchasing intention. The implication of study is that the marketers in the future
should convince the consumers that the organic food product is safe for health and environmental friendly, as
well as there should be market segmentation based on the age group and consumers consumption pattern.
Keywords: intention, attitude, organic food
