The model P-BT of Ajzen Ajzen (1991), said that the perception of control over the behavior is used to indicate those who have the perception of the implementation of the other behavior is easy or difficult. In a study on customer purchase behavior with regard to organic products in 1994, Tregear was sharing that price is an important part for the purchase decision behavior of consumers; high or low prices will cause direct impact to these products in Vietnam. The price is one of the obstacles for products, high price would make these low income people can't reach and they can not make their purchase behavior (Anssi & Sanna, 2005). In another study in 2012 & Seyedeh Zeinab's on the subject "the main factors had caused the influence the purchasing behavior of organic products in Malaysia", the researchers watched the "price" element is one of the factors that influence the decision to purchase behavior of consumers and many households just buy vegetables often in markets because of the cheaper price. Therefore, we can say that the price is one of the main factors causing prejudice to the decision the purchase behavior of consumers.
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