Constructing Value Co-Creation Behavior on Loyalty to Community of Organic Food Products in Indonesia

Maya Maria ,Ujang Sumarwan ,Agus W Soehadi Ahmad Sulaeman

doi:10.7176/ejbm/13-16-07

Abstract

The awareness of consuming healthy food has been increased. It leads to the increasing demand for organic food products. On the other side, there are obstacles to developing the organic product business due to the low level of objective knowledge of the Indonesian people towards organic products, as well as doubts over the authenticity of organic products on the market. This study aims to develop the value co-creation behaviors and perceived values of a growing community to share knowledge of organic food products with the public. Participation and interaction among the community have been enriched the method of research using simple random sampling that involved 385 respondents in 4 organic product communities. The results showed that the main behaviors that must be overcome to improve the loyalty of organic-food-products community members are participation and citizenship behavior. Having these results, the recommended policy direction is to increase the perceived benefits of community participation. Further studies are needed to refine and build more comprehensive models that integrate theoretical constructs related to other perspectives and contexts. Keywords: loyalty to community , organic-food-products, perceived values, value co-creation behavior DOI: 10.7176/EJBM/13-16-07 Publication date: August 31 st 2021

Highlights

The trend of people's lifestyles to consume foods that are safe for health and environmentally friendly, has an impact on the growth in world demand for organic products which continues to increase from year to year, including in Indonesia (Nurhidayati et al 2008, Mayrowani 2012, Sumarwan et al 2013, Sulaeman 2016 in Astuti et al 2016, Hubeis et al 2013)
This study examines the process of value co-creation in behavior among community members with a www.iiste.org service dominant logic (SDL) approach, by looking at the influence of relational capital antecedent variables and cognitive capital on value co-creation in behavior and its effect on loyalty is mediated by the perceived benefits of community members
This study explores the value co-creation behavior activity which is represented by the variables of customer participation behavior and customer citizenship behavior as stated by Yi et al (2011)

Summary

Introduction

The trend of people's lifestyles to consume foods that are safe for health and environmentally friendly, has an impact on the growth in world demand for organic products which continues to increase from year to year, including in Indonesia (Nurhidayati et al 2008, Mayrowani 2012, Sumarwan et al 2013, Sulaeman 2016 in Astuti et al 2016, Hubeis et al 2013). Indonesia's organic market is still experiencing obstacles, including being limited to the upper middle-class economy in urban areas (Nurhidayati et al 2008), limited to age, education level, and certain income (Slamet et al 2016), lack of promotional activities and increased promotion and low level of knowledge of human resources (Hubeis et al 2013). Another important thing that organic product business players need to pay close attention to is the level of consumer confidence in organic products related to guarantees. Another example is the guarantee in the community carried out by the Indonesian Organic Community (KOI) in collaboration with the White Flower Community

Objectives

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Results

Discussion

Conclusion