Halal Organic Food Consumption Behavior: Health Awareness, Pro-Environmental Motives, Price, Sustainability and Food Safety Among Consumers in Kediri, East Java, Indonesia

The halal organic food market is growing rapidly in the current era, therefore producers need to understand motivations, perceptions, attitudes and consumption behaviour in purchasing halal organic food. Based on a survey of 200 respondents, this research investigates the relationship between health awareness, pro-environmental motives, price, sustainability and food safety on halal organic food consumption behaviour. The findings of this research reveal that health awareness, pro-environmental motives, sustainability and food safety are positively related to consumption behaviour, even though price empirically does not support the consumption behaviour of halal organic food.