This study attempts to construct the role of ethics in strengthening consumer behavior in purchasing organic food. The role of ethics is not an influencing variable but is a moderator variable. | The role of ethics on the green behaviour of organic food in Indonesia a case of North Sumatera International Journal of Management IJM Volume 11 Issue 1 January 2020 pp. 72 80 Article ID IJM_11_01_008 Available online at http ijm JType IJM amp VType 11 amp IType 1 Journal Impact Factor 2019 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication Scopus Indexed THE ROLE OF ETHICS ON THE GREEN BEHAVIOUR OF ORGANIC FOOD IN INDONESIA A CASE OF NORTH SUMATERA Ihsan Effendi Universitas Medan Area Faculty of Economics amp Business Medan North Sumatra Indonesia ABSTRACT This study attempts to construct the role of ethics in strengthening consumer behavior in purchasing organic food. The role of ethics is not an influencing variable but is a moderator variable. The purpose of this research is to create a model of organic products purchases in North Sumatera Indonesia. In addition this study aims to understand the consumers intention of buying organic food. It also explores the moderating effect of ethics on consumer behavior. It is worth noting that the demand for organic food in North Sumatera Indonesia is relatively very low. Most efforts in boosting organic product demand focus on introducing these foods to the public. This includes explaining to the masses that consuming organic products will help the environment. Nevertheless these efforts have shown no impact. The subjects of this study were consumers who purchase organic food in North Sumatera. This study was conducted using a sample of 300 respondents drawn from some local markets that sell organic food in North Sumatera Indonesia. The results suggested that ethics strengthens attitude and moderating variables of ethics did not have a significant impact on increasing the subjective norms of the intention in buying organic products. Keywords Organic Food Consumer Behavior Ethics Theory of Reasoned Action. Cite this Article Ihsan Effendi .
