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Abstract
The purpose of this study was to determine the influence of personal and social environment on consumers of organic vegetables in the city of Surabaya, East Java, Indonesia. This research was conducted in 4 (four) urban villages in the city of Surabaya including Jemur Wonosari, Kedungdoro, Mojo, Pagesangan. In this study (consumer behavior) the data obtained were processed using Warp PLS software version 6.0. Based on the results of the analysis of the data obtained, the results obtained that personal factors and social environment have a significant influence on consumer behavior of organic vegetables in the city of Surabaya.