A study on consumers’ attitude towards purchase decisions on environmentally friendly rice

Abstract

The consumption of agricultural products provides tremendous advantages. The consumers’ attitude towards environmentally friendly food purchasing including rice has recently developed. The higher increase in income the higher need for the quality of rice will be. The objective of the study is to describe the consumers’ attitudes toward purchase decisions on environmentally friendly rice in Toboali Bangka Selatan. Judgment sampling was applied as the sampling collection method. Questionnaires using a face-to-face approach, observation, and focus group discussion were employed as the data collection technique. Quantitative descriptive analysis was used in data processing. The study found that the majority of the respondents were female, as a housewife 24-40 years old, graduated from high school, with Rp. 1.500.000 – Rp.2.500.000 as the monthly income. The majority of farmers purchased environmentally friendly rice for daily consumption at a rice mill owned by Mr. Imam because the price was cheaper compared to other stores around Rias village, the packaging size and the rice itself were considered new. In general, the environmentally friendly consumers gained a positive attitude toward rice bought in Inpari 36 as a type of rice.