To evaluate the difference in Attitude among demographic groups, the author used the ANOVA One way analysis tool. The research results are as in Table 4.6. According to the ANOVA One way test results, there was a difference in attitudes between household income groups. When analyzing One way ANOVA, sig Levene = 0.106 > 0.05, which means that the variances of the groups of values are identical, so the author uses the ANOVA table for sig F
= 0.040 < 0.05. Therefore, there were differences in consumer attitudes among households with different household income.
One-way ANOVA test results in Table 4.6 showed that the respondents' household income (Sig. = 0.040 < 0.05), had a significant impact on the intention to buy organic food products. Based on the results of Table 4.7, the group of households with income from 15 to 20 million had the highest mean score of 4.3615. Therefore, this group had a higher intention to buy organic food products than lower-income groups.
Table 4.6. Sig values by testing the differences in consumer's attitude among demographic groups
Factor Test Age Sex Education
Level
Household Income
Sig Levene 0.091 0.656 0.446 0.106
Sig F 0.119 0.103 0.121 0.040
Att
Sig Welch 0.068 0.104 0.197 0.045
Yes/No difference? No No No Yes
Source: Calculated from the author's survey data Table 4.7. Descriptive of household income group
95% Confidence Interval for Mean
N Mean Std.
Deviation Std. Error
Lower Bound Upper Bound
Minimum Maximum
0 10 4.2000 0.57628 0.18224 3.7878 4.6122 3.50 5.00
1 24 4.1181 0.47007 0.09595 3.9196 4.3165 2.50 4.83
2 77 4.3615 0.48016 0.05472 4.2525 4.4705 2.67 5.00
3 116 4.1494 0.49897 0.04633 4.0577 4.2412 2.83 5.00
4 71 4.2887 0.55417 0.06577 4.1576 4.4199 3.33 5.00
Total 298 4.2366 0.51362 0.02975 4.1780 4.2951 2.50 5.00
Source: Calculated from the author's survey data
4.6.2 Differences Subjective norm variables according to their demographic variables Similarly, the author used the One-way ANOVA tool to evaluate the difference in Subjective norm among demographic groups. The specific results are as in Table 4.8.
According to the ANOVA One way test results, there was a difference in attitudes between age groups. When analyzing One way ANOVA, sig Levene = 0.373> 0.05, which means that the variances of the groups of values are identical, so the author used the ANOVA table for sig F = 0.022 < 0.05. Therefore, there were differences in Subjective norm among age groups with different incomes.
Table 4.8. Sig values by testing the differences in the Subjective norm variable among demographic groups
Factor Test Age Sex Education
level
Household Income
Sig Levene 0.373 0.598 0.461 0.197
Sig F 0.022 0.053 0.124 0.06
SN
Sig Welch 0.037 0.544 0.123 0.114
Yes/No difference? Yes No No No
Source: Calculated from the author's survey data
Therefore, the author conducted an in-depth ANOVA analysis to determine which pair of values. Since the Sig of Levene's Test of age groups = 0.373 > 0.05, the depth tests for the case of equal variance assumption were accepted. In the section Equal Variances Assumed, the author uses Bonferroni's test (Table 4.9).
Table 4.9. Multiple Comparations of Subjective Norm between the age group
95% Confidence Interval (I) Age (J) Age Mean Difference
(I-J) Std. Error Sig.
Lower Bound Upper Bound
1 .28874* .10274 .032 .0158 .5617
2 .15873 .09078 .488 -.0824 .3999
0
3 .40103 .19108 .220 -.1065 .9086
0 -.28874* .10274 .032 -.5617 -.0158
2 -.13002 .08612 .793 -.3588 .0987
1
3 .11228 .18891 1.000 -.3895 .6141
0 -.15873 .09078 .488 -.3999 .0824
1 .13002 .08612 .793 -.0987 .3588
2
3 .24230 .18268 1.000 -.2429 .7275
0 -.40103 .19108 .220 -.9086 .1065
1 -.11228 .18891 1.000 -.6141 .3895
3
2 -.24230 .18268 1,000 -.7275 .2429
*. The mean difference is significant at the 0.05 level.
Source: Analysis results from the author's survey data
It is a cross-sectional table showing the mean difference of quantitative variables between 1 qualitative variable value and the remaining values. The pair of values with sig <
0.05 means that there is a difference between that pair of values.
In this case, only the age pairs 0 (under 20 years old) and 1 (From 21 to under 40 years old) had a difference in the subjective norm. The remaining couples had no difference in Subjective norm regarding the intention to buy organic food.
To evaluate the influence on the Subjective norm variable of these two groups, the author used the Mean value in the Descriptives table below:
Table 4.10. Descriptives of age
95% Confidence Interval for Mean
N Mean Std. Deviation Std. Error
Lower Bound Upper ư Bound
Minimum Maximum
0 65 4.2677 .67108 .08324 4.1014 4.4340 2.40 5.00
1 76 3.9789 .57742 .06623 3.8470 4.1109 2.80 5.00
2 145 4.1090 .59767 .04963 4.0109 4.2071 2.20 5.00
3 12 3.8667 .56138 .16206 3.5100 4.2234 3.40 5.00
Total 298 4.1007 .61502 .03563 4.0306 4.1708 2.20 5.00
Source: Analysis results from the author's survey data
According to Table 4.10, the mean value of age group (0) was 4.2677 > mean of age group (1). Thus, the age group (0) has more influence on the Subjective norm factor than the age group (1).
4.6.3 Differences Perceived behavioral control variables according to their demographic variables
Similarly, the author uses the One-way ANOVA analysis tool to evaluate the difference in Perveived behavioral control among demographic groups. The specific results are as follows:
Table 4.11. Sig values by testing the differences in Perceived behavioral control variable among demographic groups
Factor Test Age Sex Education Household
Income
Sig Levene 0.343 0.224 0.317 0.062
Sig F 0.000 0.112 0.136 0.059
PBC
Sig Welch 0.002 0.211 0.054 0.098
Yes/No difference? Yes No No No
Source: Calculated from the author's survey data
According to the ANOVA One way test results, there was a difference in attitudes between age groups. When analyzing One way ANOVA, sig Levene = 0.343> 0.05, which means that the variances of the groups of values are identical, so the author used the ANOVA table for sig F = 0.000 < 0.05. Therefore, there were differences in Perceived behavioral control among age groups with different incomes.
Therefore, the author conducted an in-depth ANOVA analysis to determine which pair of values. Since the Sig of Levene's Test of age groups = 0.343 > 0.05, the depth tests for the case of equal variance assumption were accepted. In the section Equal Variances Assumed, the author used Bonferroni's test. The results are as follows:
Table 4.12. Multiple Comparations of Perceived behavioral control between the age group
95% Confidence Interval (I) Age (J) Age
Mean Difference
(I-J) Std. Error Sig. Lower Bound Upper Bound
1 .43243* .10384 .000 .1566 .7083
2 .24011 .09175 .056 -.0036 .4838
0
3 .42103 .19311 .180 -.0919 .9340
0 -.43243* .10384 .000 -.7083 -.1566
2 -.19232 .08704 .167 -.4235 .0389
1
3 -.01140 .19092 1.000 -.5185 .4957
0 -.24011 .09175 .056 -.4838 .0036
1 .19232 .08704 .167 -.0389 .4235
2
3 .18092 .18463 1.000 -.3095 .6713
0 -.42103 .19311 .180 -.9340 .0919
1 .01140 .19092 1.000 -.4957 .5185
3
2 -.18092 .18463 1.000 -.6713 .3095
*. The mean difference is significant at the 0.05 level.
Source: Analysis results from the author's survey data
It is a cross-sectional table showing the mean difference of quantitative variables between 1 qualitative variable value and the remaining values. The pair of values with sig <
0.05 means that there is a difference between that pair of values.
In this case, only the age pairs 0 (under 20 years old) and 1 (From 21 to under 40 years old) had a difference in the Perceived behavioral control. The remaining couples had no difference in Perceived behavioral control towards the intention to buy organic food.
To evaluate the influence on the Perceived behavioral control variable of these two groups, the author used the Mean value in the Descriptives table below:
Table 4.13. Descriptives of Perceived Behavioral control 95% Confidence
Interval for Mean
N Mean Std.
Deviation
Std.
Error Lower Bound
Upper Bound
Minimum Maximum
0 65 4.3877 .64311 .07977 4.2283 4.5470 2.80 5.00
1 76 3.9553 .65937 .07564 3.8046 4.1059 2.60 5.00
2 145 4.1476 .58263 .04838 4.0520 4.2432 2.20 5.00
3 12 3.9667 .53144 .15341 3.6290 4.3043 3.40 5.00
Total 298 4.1436 .63036 .03652 4.0718 4.2155 2.20 5.00
Source: Analysis results from the author's survey data
According to Table 4.13, the mean value of age group (0) is 4.3877 > mean of age group (1).
Thus, the age group (0) had more influence on the Perceived behavioral control factor than the age group (1).
4.6.4 Differences Environment concern variables according to their demographic variables Similarly, the author used the One-way ANOVA analysis tool to evaluate the difference in Environment concerns among demographic groups. The specific results are as follows:
Table 4.14. Sig values by testing the differences in Environment concern variable among demographic groups
Factor Test Age Sex Education
level
Household Income
Sig Levene 0.967 0.297 0.090 0.317
Sig F 0.059 0.278 0.444 0.354
Pr
Sig Welch 0.104 0.265 0.450 0.351
Yes/No difference No No No No
Source: Calculated from the author's survey data
Conclusion: There was no difference in Environment concern between demographic groups.
4.6.5 Differences Health concern variables according to their demographic variables
Similarly, the author used the One-way ANOVA tool to evaluate the difference in Health concerns among demographic groups. The specific results are as follows:
Table 4.15. Sig values by testing the differences in the health concerns variable among demographic groups
Factor Test Age Sex Education
level
Household Income
Sig Levene 0.773 0.080 0.215 0.744
Sig F 0.052 0.056 0.073 0.054
He
Sig Welch 0.068 0.059 0.089 0.078
Yes/No difference No No No No
Source: Calculated from the author's survey data
Conclusion: There was no difference in Environment concerns between demographic groups.
4.6.6 Differences Price variables according to their demographic variables
Similarly, the author used the One-way ANOVA tool to evaluate the difference in Price among demographic groups. The specific results are as follows:
Table 4.16. Sig. values by testing the differences in Price variables among demographic groups
Factor Test Age Sex Education
level
Household Income
Sig Levene 0.695 0.330 0.053 0.353
Sig F 0.044 0.110 0.070 0.599
Ev
Sig Welch 0.030 0.109 0.273 0.551
Yes/No differnce? Yes No No No
Source: Calculated from the author's survey data
According to the ANOVA One way test results, there was a difference in Price between age groups. When analyzing One way ANOVA, sig Levene = 0.695> 0.05, which means that the variances of the groups of values were identical, so the author used the ANOVA table for sig F = 0.044 < 0.05. Therefore, there were differences in Price among respondents’ age.
Therefore, the author conducts an in-depth ANOVA analysis to determine which pair of values. Since the Sig of Levene's Test of age groups = 0.695 > 0.05, the depth tests for the case of equal variance assumption were accepted. In the section Equal Variances Assumed, the author used Bonferroni's test. The results are as follows:
Table 4.17. Multiple Comparisons
95% Confidence Interval (I) Age (J) Age Mean Difference
(I-J) Std. Error Sig.
Lower Bound Upper Bound
1 .08269 .11681 1.000 -.2276 .3930
2 .11631 .10321 1.000 -.1578 .3905
0
3 .58269* .21724 .046 .0057 1.1597
0 -.08269 .11681 1.000 -.3930 .2276
2 .03362 .09791 1.000 -.2265 .2937
1
3 .50000 .21477 .124 -.0705 1.0705
0 -.11631 .10321 1.000 -.3905 .1578
1 -.03362 .09791 1.000 -.2937 .2265
2
3 .46638 .20769 .153 -.0853 1.0180
0 -.58269* .21724 .046 -1.1597 -.0057
1 -.50000 .21477 .124 -1.0705 .0705
3
2 -.46638 .20769 .153 -1.0180 .0853
*. The mean difference is significant at the 0.05 level.
It is a cross-sectional table showing the mean difference of quantitative variables between 1 qualitative variable value and the remaining values. The pair of values with sig <
0.05 means that there is a difference between that pair of values.
In this case, only the age pairs 0 (under 20 years old) and 3 (upper 60 years old) have a difference in the price. The remaining pairs had no difference in price towards the intention to buy organic food.
To evaluate the influence on the Price variable of these two groups, the author used the Mean value in the Descriptives table below:
Table 4.18. Descriptives of Price
95% Confidence Interval for Mean
N Mean Std.
Deviation Std. Error
Lower Bound Upper Bound
Minimum Maximum
0 65 4.2077 .80716 .10012 4.0077 4.4077 1.00 5.00
1 76 4.1250 .62383 .07156 3.9824 4.2676 2.75 5.00
2 145 4.0914 .67817 .05632 3.9801 4.2027 1.00 5.00
3 12 3.6250 .55902 .16137 3.2698 3.9802 3.00 5.00
Total 298 4.1065 .69644 .04034 4.0271 4.1859 1.00 5.00
According to Table 4.18, the mean value of age group (0) is 4.2077 > mean of age group (3). Thus, the age group (0) had more influence on the Subjective norm factor than the age group.
Thus, this result was detailed in the section testing the differences in factors affecting purchase intention for organic food products between demographic groups. It showed that the attitude variable was different among household income groups. Subjective norm and Perceived behavioral control variables were different between (0) and (1) age groups. The price variable differed between the age groups (0) and (3). Other factors such as Health concerns and Environment concerns had no differences between demographic groups.