Abstract

The Theory of Planned Behavior (TPB) is widely applied to examine green product purchasing behavior. However, it has been critiqued for overlooking moral dimensions in consumer decision-making and inadequately accounting for personal factors such as product attribute evaluation. This study aims to construct a structural model to investigate the causal relationships influencing consumer intention to purchase organic coffee in Indonesia. Despite its promising market potential, academic research on organic coffee remains limited, particularly from the consumer perspective. This study addresses that gap by integrating rational and moral considerations into the analysis of purchase intention. A sample of 500 coffee consumers aged 18 and above, residing or engaging in activities (working/studying) in Jakarta, was selected through purposive sampling. Structural Equation Modeling (SEM) was employed for data analysis. The findings reveal that attitude, subjective norms, perceived behavioral control, and value orientation significantly influence purchase intention. Importantly, the study highlights the critical role of moral values in shaping consumer behavior toward organic coffee. These results offer practical implications for marketing communication and distribution strategies. Directions for future research are also discussed.