Indonesian Consumers' Attitudes towards Organic Products

Budi Suharjo,Mohammad Reza Ahmady,Muchlis Ahmady

doi:10.13189/aeb.2016.040303

Budi Suharjo, Mohammad Reza Ahmady + Show 1 more

Open Access

https://doi.org/10.13189/aeb.2016.040303

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Abstract

The increased public awareness of health in recent decades was expected to have positive impact on the increase in demand for organic food products. It is because these products are produced using natural farming system, which produces healthier and safer foods for consumption. But over time, the number of consumers of organic products in Indonesia tends to stagnate. This means that the initial assumption stating that there would be growing demand for organic products was not fully proven. Many researchers have revealed these conditions, where price is one of the crucial factors that inhibit the acquisition. This research aims to uncover other factors that influence consumers’ attitudes towards organic food products, as well as to discover the price level at which people are starting to willingly buy the products. This research was conducted in several shopping malls located in Jakarta and Bogor (West Java) from February 2012 - March 2012, covering 200 respondents who were surveyed by accidental sampling technique. The low growth of consumers for organic food products in Indonesia is caused partly by the still minimal information about the benefits of organic food products. Most people have the perception that the benefits of organic products are not different from non-organic food products and organic products are not durable. Physically, it is difficult to distinguish between organic products and non-organic products. Those who had consumed them stated that the benefits of organic products could not be perceived directly. People who are interested to consume them regularly experience difficulties in getting the products because the products are only sold in certain places, and they are not even always available at any given time. In addition, high prices become obstacles for those who are willing to consume regularly. In addition, high prices become obstacles for those who are willing to consume regularly. The price difference of up to 5% compared to conventional products is the price level considered reasonable by all consumers. While the difference up to 10%, then 80% of consumers are still willing to buy. But if the price is more expensive by 20%, only 50% of consumers who can afford to buy.

Highlights

Researches related to organic products have been carried out by many researchers with different scientific backgrounds. [28] Has conducted a review of various literature related to the topic
The results showed that respondents’ associated knowledge of organic food products was more directed at production and processing, while the security aspect of the environment as plant growth media and the growth of organic products were not mentioned at all
High-expenditure group with a relatively high level of education is consistent in realizing their interest to consume organic products

Summary

Introduction

Researches related to organic products have been carried out by many researchers with different scientific backgrounds. [28] Has conducted a review of various literature related to the topic. [28] has concluded that there have been inconsistencies associated with the high interest of the public to consume organic products, but only a few consumers fulfil that desire. Since the last few decades, public awareness of health and preservation of global environment has had an impact on people’s behavior to consume healthy foods produced without damaging the environment [18]. It is inseparable from the role of government and relevant institutions in campaigning for environmental conservation and healthy lifestyles [14,21]. Organic foods have become a trend in almost all over the world. [22] defines organic foods as "foods derived from organic farming systems that implement practical management with the aim of preserving the ecosystem to achieve sustainable production, as well as weed, pest and disease control through various means, such as recycling crop and livestock residues, crop selection and rotation, irrigation management, cultivation and planting along with the use of biological materials."

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