| The purpose of this study is to explore the determinants of organic foods purchase decision in Indonesia. Especially this research examines the effects of health consciousness, social influence, and consumers' attitude toward organic foods on organic foods purchase decision. Research conducted by survey method through distributing the questionnaires to 152 organic foods buyers in organic foods supermarkets which located in DKI Jakarta city, Nonprobability sampling method with purposive sampling technique used in this study to recruit the participants survey. By using structural equations model to examine the proposed model, this research indicated that health consciousness and social influence have significant effects on consumers' attitude toward organic foods and consumers' attitude toward organic foods has a significant effect on organic foods purchase decision. This study also indicated that health consciousness and attitude toward organic foods affected organic foods purchase decision significantly, but social influence did not affect organic foods purchase decision. |