Abstract. This study aims to determine the effect of consumer preferences and awareness on interest in organic vegetables. Factors observed in
this study were information, consumer preferences, consumer awareness, and consumer buying interest toward organic vegetables. This
research uses descriptive quantitative method. The data sampling technique uses accidental sampling method. The data was collected from
respondents consisted of 100 consumers of five major retailers in the city of Bogor in Indonesia. The respondents consist of 80 female
(80%), and 57 respondents are 25–34 years old (57%). In terms of education, type of job and monthly income of respondent, the sample can
be categorized as middle-class segment. The data obtained were analyzed using Structural Equation Modeling with Partial Least Square
(SEM-PLS). The results of this study indicate that the information obtained by consumers significantly and positively affects consumer
preferences and consumer awareness of organic vegetables. Then, consumer preferences and consumer awareness significantly and
positively affect the interest of consumers to buy organic vegetables. Consumer preference for organic vegetables is still considered quite
low. The factors that influence the low consumer preference are the price of organic vegetables, which is more expensive than non-organic
vegetables and the unattractive packaging of organic vegetables.
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