Organic Fertilizer Purchasing Behavior of Vegetable Farmers in Ngablak Sub-District, Magelang District: Extended Theory of Planned Behavior Approach

Anggiana Shifwah Johar; Hani Perwitasari; Lestari Rahayu Waluyati

doi:10.14710/agrisocionomics.v10i2.28564

DOI: https://doi.org/10.14710/agrisocionomics.v10i2.28564

Organic Fertilizer Purchasing Behavior of Vegetable Farmers in Ngablak Sub-District, Magelang District: Extended Theory of Planned Behavior Approach

Anggiana Shifwah Johar - Department of Agricultural Socioeconomics, Gadjah Mada University, Jl. Flora, Kocoran, Caturtunggal, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta 55281, Indonesia

*Hani Perwitasari - Department of Agricultural Socioeconomics, Gadjah Mada University, Jl. Flora, Kocoran, Caturtunggal, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta 55281, Indonesia

Lestari Rahayu Waluyati - Department of Agricultural Socioeconomics, Gadjah Mada University, Jl. Flora, Kocoran, Caturtunggal, Kec. Depok, Kabupaten Sleman, Daerah Istimewa Yogyakarta 55281, Indonesia

under http://creativecommons.org/licenses/by-sa/4.0.

BibTex Citation Data :

@article{Agrisocionomics28564,
    author = {Anggiana Johar and Hani Perwitasari and Lestari Rahayu Waluyati},
    title = {Organic Fertilizer Purchasing Behavior of Vegetable Farmers in Ngablak Sub-District, Magelang District: Extended Theory of Planned Behavior Approach},
    journal = {Agrisocionomics: Jurnal Sosial Ekonomi Pertanian},
  volume = {10},
    number = {2},
    year = {2026},
    keywords = {Organic fertilizer, purchasing intention, purchasing behavior, theory of planned behavior},
    abstract = {In an effort to develop organic farming in Magelang, especially in Ngablak Subdistrict, a thorough and comprehensive understanding of farmers' purchasing behavior regarding organic fertilizer products is essential. This study aims to (1) Examine how attitude, subjective norm, perceived behavioral control, and environmental concern impact the vegetable farmers in Ngablak District intention to purchase organic fertilizer; (2) assess the extent to which purchase intention affects vegetable farmers behavior in purchasing organic fertilizer; and (3) Investigate the role of trust and price consciousness as moderating variables in the relationship among purchasing intention and purchasing behavior of organic fertilizer. This research involved a sample of 123 vegetable farmers in Ngablak sub-district, Magelang district. SEM-PLS method is employed to analyze the data. Empirical findings reveal that attitudes, subjective norms, perceived behavioral control, and environmental concerns significantly and positively contribute to the purchasing intention of organic fertilizer. Futhermore, purchasing intention plays a significant and positive role in shaping the purchasing behavior of organic fertilizer. The association among purchasing intention and purchasing behavior of organic fertilizer is positively moderated by trust. Meanwhile, the moderating role of price consciousness in the relationship between organic fertilizers purchasing intention and purchasing behavior is found to be insignifican.},
   issn = {2621-9778},  doi = {10.14710/agrisocionomics.v10i2.28564},
    url = {https://ejournal2.undip.ac.id/index.php/agrisocionomics/article/view/28564}
}

Citation Format:

Abstract

In an effort to develop organic farming in Magelang, especially in Ngablak Subdistrict, a thorough and comprehensive understanding of farmers' purchasing behavior regarding organic fertilizer products is essential. This study aims to (1) Examine how attitude, subjective norm, perceived behavioral control, and environmental concern impact the vegetable farmers in Ngablak District intention to purchase organic fertilizer; (2) assess the extent to which purchase intention affects vegetable farmers behavior in purchasing organic fertilizer; and (3) Investigate the role of trust and price consciousness as moderating variables in the relationship among purchasing intention and purchasing behavior of organic fertilizer. This research involved a sample of 123 vegetable farmers in Ngablak sub-district, Magelang district. SEM-PLS method is employed to analyze the data. Empirical findings reveal that attitudes, subjective norms, perceived behavioral control, and environmental concerns significantly and positively contribute to the purchasing intention of organic fertilizer. Futhermore, purchasing intention plays a significant and positive role in shaping the purchasing behavior of organic fertilizer. The association among purchasing intention and purchasing behavior of organic fertilizer is positively moderated by trust. Meanwhile, the moderating role of price consciousness in the relationship between organic fertilizers purchasing intention and purchasing behavior is found to be insignifican.

Note: This article has supplementary file(s).

Fulltext | Research Results

SEM-PLS Analysis Results

Subject
Type	Research Results
	Download (19KB) Indexing metadata

Research Instrument

Measurement Items of Study Constructs

Subject
Type	Research Instrument
	Download (10KB) Indexing metadata

Research Instrument

SEM-PLS Analysis Results

Subject
Type	Research Instrument
	View (64KB) Indexing metadata

Research Materials

Figure 1 Conceptual framework

Subject
Type	Research Materials
	View (57KB) Indexing metadata

Email colleagues

Keywords: Organic fertilizer, purchasing intention, purchasing behavior, theory of planned behavior

Article Metrics:

Article Info

Section: Articles

Language : EN

In Vol 10, No 2 (2026): June 2026

Ajzen, I. 1991. The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes 50(2): 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. 2005. Attitudes, Personality and Behavior (2nd Ed.). New York: Open University Press
Fenta, Y., M. Singh, & R. K. Gautam. 2024. Antecedents of Consumers’ Green Product Purchase Intention: An Insight from Ethiopia. Cogent Business & Management 11(1). https://doi.org/10.1080/23311975.2024.2361865
Hair, J. F., G. T. M. Hult, C. M. Ringle, M. Sarstedt, N. P. Danks, & S. Ray. 2021. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Cham: Spinger
Kamalanon, P., J. Chen, & T. Le. 2022. Why Do We Buy Green Products? An Extended Theory of The Planned Behavior Model for Green Product Purchase Behavior. Sustainability 14(2): 1–28. https://doi.org/10.3390/su14020689
Laheri, V. K., W. M. Lim, P. K. Arya, & S. Kumar. 2024. A Multidimensional Lens of Environmental Consciousness: Towards an Environmentally Conscious Theory of Planned Behavior. Journal of Consumer Marketing 41(3): 281–297. https://doi.org/10.1108/JCM-03-2023-5875
Leonardo, T. Y., S. H. Chen, G. B. Liou, & C. M. Hsieh. 2024. Evaluating Belizean Sugarcane Farmers’ Adoption Intentions Regarding Organic Fertilizer. Agronomy, 14(10), 1–16. https://doi.org/10.3390/agronomy14102356
Mishra, S., & Kaur, R. 2023. Investigating Consumer’s Buying Behaviour of Green Products Through the Lenses of Extended Theory of Planned Behaviour. Management of Environmental Quality 36(4): 971–989. https://doi.org/10.1108/MEQ-11-2022-0315
Niloy, A. C., Sultana, J., Alam, J. bin, Ghosh, A., & Farhan, K. M. (2023). What Triggers You to Buy Green Products? Explaining Through an Extended TPB Model. Asia-Pacific Journal of Management Research and Innovation, 19(1), 25–39. https://doi.org/10.1177/2319510x231171195
Saleki, R., F. Quoquab, & J. Mohammad. 2019. What Drives Malaysian Consumers’ Organic Food Purchase Intention? The Role of Moral Norm, Self-Identity, Environmental Concern and Price Consciousness. Journal of Agribusiness in Developing and Emerging Economies 9(5): 584–603. https://doi.org/10.1108/JADEE-02-2019-0018
Sultan, P., T. Tarafder, D. Pearson, and J. Henryks. 2020. Intention-Behaviour Gap and Perceived Behavioural Control-Behaviour Gap in Theory of Planned Behaviour: Moderating Roles of Communication, Satisfaction and Trust in Organic Food Consumption. Food Quality and Preference 81. https://doi.org/10.1016/j.foodqual.2019.103838
Varah, F., M. Mahongnao, B. Pani, and S. Khamrang. 2021. Exploring Young Consumers’ Intention Toward Green Products: Applying an Extended Theory of Planned Behavior. Environment, Development and Sustainability 23(6): 9181–9195. https://doi.org/10.1007/s10668-020-01018-z
Wang, H., & Zhang, L. 2023. The Efect of Environmental Cognition on Farmers’ Use Behavior of Organic Fertilizer. Environment, Development and Sustainability 27(4): 9165–9185. https://doi.org/10.1007/s10668-023-04275-w
Zheng, G. W., N. Akter, A. B. Siddik, & M. Masukujjaman. 2021. Organic Foods Purchase Behavior Among Generation Y of Bangladesh: The Moderation Effect of Trust and Price Consciousness. Foods 10(10). https://doi.org/10.3390/foods10102278
Zhuang, W., X. Luo, & M. U. Riaz. 2021. On The Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology 12: 1–15. https://doi.org/10.3389/fpsyg.2021.644020

Last update:

No citation recorded.

Last update:

No citation recorded.

under http://creativecommons.org/licenses/by-sa/4.0.

Starting from 2021, the author(s) whose article is published in the Agrisocionomics journal attain the copyright for their article. By submitting the manuscript to Agrisocionomics, the author(s) agree with this policy. No special document approval is required.

The author(s) guarantee that:

Their article is original, written by the mentioned author(s),
Has never been published before,
Does not contain statements that violate the law, and
Does not violate the rights of others, is subject to copyright held exclusively by the author(s), and is free from the rights of third parties, and that the necessary written permission to quote from other sources has been obtained by the author(s).

The author(s) retain all rights to the published work, such as (but not limited to) the following rights:

Copyright and other proprietary rights related to the article, such as patents,
The right to use the substance of the article in its own future works, including lectures and books,
The right to reproduce the article for its own purposes,
The right to archive all versions of the article, and
The right to enter into separate additional contractual arrangements for the non-exclusive distribution of published versions of the article (for example, posting them to institutional repositories or publishing them in a book), acknowledging its initial publication in this journal.

If the article was prepared jointly by more than one author, each author submitting the manuscript warrants that they have been given permission by all co-authors to agree to copyright and license notices (agreements) on their behalf, and agree to notify the co-authors of the terms of this policy. Agrisocionomics will not be held responsible for anything that may arise because of the writer's internal dispute. Agrisocionomics will only communicate with correspondence authors.

Authors should also understand that once published, their articles (and any additional files, including data sets, and analysis/computation data) will become publicly available. The license of published articles (and additional data) will be governed by the Creative Commons Attribution license as currently featured on the Creative Commons Attribution-ShareAlike 4.0 International License. Agrisocionomics allows users to copy, distribute, display and perform work under license. Users need to attribute the author(s) and Agrisocionomics to distribute works in journals and other publication media. Unless otherwise stated, the author(s) is a public entity as soon as the article is published.