LITERATURE REVIEW 2.1 Introduction In this chapter, an overview of organic food purchasing intentions which could influence the purchasing of organic food among ASTRO staff has been discussed. In order to identify why consumers buy organic food, research has highlighted some factors that actually influence consumers to buy organic food. Factors such as consumer attitude, environmental consciousness, safety and health aspect, knowledge and quality of organic foods will influence the purchase intention among ASTRO staff. Beyond that, demographic characteristics will help identify which type of ASTRO staff purchase organic food in their daily lives. Furthermore, this study will determine the type of organic foods that are most likely to be purchased by ASTRO staff. Finally, based on the research questions, research objectives and also hypotheses, a theoretical framework was constructed based on the independent variables.2.2 Consumers' attitude towards purchasing organic food According to (Blackwell et all. 2003) attitudes they come in many shapes and forms. For example, attitude towards a behavior which is an evaluation of the performance of a particular behavior involving the object of the attitude, such as purchasing organic food. A study was conducted by de Magistris and Gracia (2008) with the title on the organic purchasing behavior of Italian consumers. From this study, they found that consumer attitudes towards organic foods, particularly towards health and environmental aspects, are the main factors explaining the purchase of organic foods. This study concludes that the intention to purchase organic food depends on the consumer's attitude and knowledge of the organic product. Also, buying organic food...is half-baked...or encouraged by our government. Organic foods are part of a category of green products. To identify why people prefer to buy organic food, few factors will support the research. Consumer attitudes towards organic foods, environmental consciousness, safety and health aspects, knowledge of organic foods among consumers and also quality perception of organic foods among consumers will support this research to identify the factors that influence purchase intention. However, in order to identify which type of ASTRO staff purchase organic food, socio-demographic factors such as age, marital status, education and income of ASTRO staff will be focused in this research. Besides that, in order to determine what types of organic foods will most likely be purchased from ASTRO, some types of organic foods will be considered in this research.