Perceptions of young consumers toward organic food in Indonesia

Abstract

Few attempts have been made in previous studies to understand young Indonesian consumers' attitudes toward organic food products. This study aimed to investigate the perceptions of young consumers towards organic food. An online survey was conducted via the attached link to social media platforms during the period between March and May 2015. This study collected data from 253 respondents ranging in age from 17 to 23 years old. The results revealed that young consumers believe that organic food products are healthier, better tasting, higher in quality, and safer when compared to conventional food. Supermarkets (69.9%) were revealed as the preferable places for respondents to buy organic food. In addition, vegetables (23%) and rice (21%) were revealed as the most frequently purchased organic food products. The pesticide-free attribute was the most frequently stated reason for buying organic food. Further, the majority of respondents (78.8%) stated that they had never been exposed to the Indonesian organic logo. Finally, almost 52% of respondents replied that they were willing to buy organic food products in the near future. These findings may benefit both organic sellers and retailers as they may assist in developing further marketing strategies to gain potential consumers.