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Authors: Anas Hidayat 1 ; Asma’i Ishak 1 ; Guruh Ghifar Zalzalah 2 and Sri Rejeki Ekasasi 3

Affiliations: 1 Post-Graduate Program, Faculty of Economics, Islamic University of Indonesia, Yogyakarta, Indonesia, Indonesia ; 2 Master of Science Management, Gadjah Mada University, Yogyakarta, Indonesia, Indonesia ; 3 Sekolah Tinggi Ilmu Manajemen, YKPN, Yogyakarta, Indonesia, Indonesia

ISBN: 978-989-758-471-8

Keyword(s): Attitude, Subjective Norms, Perceived Behavior Control, Switching Behavior Intention

Abstract: The purpose of this research is to build customer switching behavior intention models of healthy food products and services among young consumers in Yogyakarta, Indonesia, due to dramatic changes in their social environment, especially in living modesty and more independent, as well as healthy lifestyles. The data used were 200 respondents who previously experienced buying a fast food product and a healthy food product. The data were analyzed using SEM-PLS, WarpPLS software 6 versions. The result of this research shows that two hypotheses are supported, and one hypothesis is not supported. Based on the result, this research shows a new insight related research of healthy food which is the respondent tends to depend on themselves when they intend to buy a healthy food product then get information from others.

CC BY-NC-ND 4.0

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Paper citation in several formats:
Hidayat, A.; Ishak, A.; Zalzalah, G. and Ekasasi, S. (2020). Predictor of Switching Intention on Healthy Food Business: Theory of Planned Behavioral Approach.In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM, ISBN 978-989-758-471-8, pages 57-64. DOI: 10.5220/0009961300570064

@conference{icbeem20,
author={Anas Hidayat. and Asma’i Ishak. and Guruh Ghifar Zalzalah. and Sri Rejeki Ekasasi.},
title={Predictor of Switching Intention on Healthy Food Business: Theory of Planned Behavioral Approach},
booktitle={Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,},
year={2020},
pages={57-64},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009961300570064},
isbn={978-989-758-471-8},
}

TY - CONF

JO - Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management - Volume 1: ICBEEM,
TI - Predictor of Switching Intention on Healthy Food Business: Theory of Planned Behavioral Approach
SN - 978-989-758-471-8
AU - Hidayat, A.
AU - Ishak, A.
AU - Zalzalah, G.
AU - Ekasasi, S.
PY - 2020
SP - 57
EP - 64
DO - 10.5220/0009961300570064

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