Consumer’s Attitude and Willingness to Pay for Organic Rice

Fathia, Qisthy Nur; Nurmalina, Rita; Simanjuntak, Megawati

doi:10.17358/ijbe.4.1.11

Cited by 10 publications

(13 citation statements)

References 10 publications

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“…Integrated Marketing consists of product components, channels and communication to create value for consumers, one of which is consumer trust. Consumer trust on the quality of a product is an attitude that will be manifested in their consumption behavior (Nur et al 2018). Linking the dimension of consumer trust with Integrated Marketing component, in this study, only studied three dimensions of consumer trust: transparency (degree of information disclosure from company to consumer), incentive (alignment on the trust of company employees as well as fulfillment of consumer needs) and partnership helping consumers or responding to consumer complaints).…”

Section: Introductionmentioning

confidence: 99%

The Effect of Quality, Communication and Outputs of Marketing Channel of Cianjur Pandanwangi Rice on Consumer Trust in Java West Marketing Area

Lisarini

Yusuf

Sutina

2018

ijbe

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The objectives of this study are to examine: 1) the influence of product quality, marketing communications and marketing distribution outlet or output channel on consumer trust; 2) dominant factors that influence consumer trust in Cianjur Pandanwangi rice. A descriptive verification method was conducted in order to get an idea of the four dimensions of product quality, the four dimensions of marketing communications and the three dimensions of the marketing distribution channel in building consumer trust in Cianjur Pandanwangi rice. Consumer trust is reflected in transparency, incentives and partnerships. Semantic Differential with numerical rating scale was used to measure 300 responses collected by cross sectional survey. Data processing was conducted by SEM AMOS 22. The result of analysis shows that product quality and distribution channel have significant effects on consumer trust, while marketing communication channel does not give significant influences on consumer trust. Successive dimensions of quality that have significant influences on consumer trust include the rice glutinious texture, purity, color grain of rice and aroma while the output of distribution channel influential to consumer trust includes the diversity of sales volume and easiness to get Pandanwangi rice. These conditions indicate that consumer confidence is not only built from good product quality and ease of availability but also from appropriate communication media reaching the right target. Consumers will trust Pandanwangi rice is purely from Cianjur if it is communicated clearly and transparently.

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Section: Introductionmentioning

confidence: 99%

The Effect of Quality, Communication and Outputs of Marketing Channel of Cianjur Pandanwangi Rice on Consumer Trust in Java West Marketing Area

Lisarini

Yusuf

Sutina

2018

ijbe

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“…In terms of willingness to pay (WTP) for organic rice, Steinhübel et al (2018) reported that, based on a study in the city of Jogjakarta, people were willing to pay an average premium price of 20% more for certified organic rice compared to the price they usually pay for conventional rice. A Similar study by Fathia et al (2018) conducted in the city of Bogor showed that WTP (in consumers' average value) on organic rice was IDR 20,000 per kilogram. This value was IDR 4,000 (or 20%) higher than the lowest price for organic rice sold in markets.…”

Section: Green Revolution's Role and Impact: Organic Farming Potentiamentioning

confidence: 80%

Green Revolution’s Role and Impact: Organic Farming Potential for Indonesian Sustainable Agriculture

Ashari¹,

Sharifuddin

Mohammed

et al. 2020

forum penelit. agro ekon.

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In 1960s, Indonesia experienced serious rice insufficiency and was one of the largest rice importing countries. The government was encouraged to achieve rice self-sufficiency, i.e. implementing the green revolution (GR) technology through promoting modern agricultural inputs adoption. GR had helped Indonesia to achieve rice self- sufficiency in 1984. However, such technology deals with some problems, e.g. environmental destruction and farmers’ dependence on agrochemical industry. Many consider organic farming system is the solution to address this issue as its practice offers the best way toward sustainable food production and resources use. Demand for organic rice is expected to increase in the future along with the population and income growth. However, prospect of organic rice farming is still uncertain as its adoption is very low. The main challenge is farmers’ unease on yield reduction. Other crucial problems are lack of technical know-how and government supports as well as increase in costs of land conversion and chemical contaminations from conventional farming. It is necessary to conduct more in-depth studies on the factors influencing farmers’ willingness to adopt organic farming. It will be useful for the government to design appropriate strategies and policies to accelerate organic rice farming adoption. AbstrakPada 1960-an, Indonesia mengalami kekurangan beras dan termasuk salah satu pengimpor beras terbesar di dunia. Pemerintah saat itu memprioritaskan pemenuhan beras dengan target swasembada dengan berbagai upaya, seperti penerapan teknologi revolusi hijau (RH) melalui penggunaan input pertanian modern. RH terbukti membuat Indonesia mencapai swasembada beras pada tahun 1984. Namun, teknologi tersebut juga telah menyebabkan dampak negatif, terutama kerusakan lingkungan dan petani sangat bergantung pada industri agro- kimia. Beberapa kalangan menganggap sistem pertanian organik adalah solusi untuk mengatasi masalah ini. Pertanian organik menawarkan cara terbaik untuk produksi pangan dan penggunaan sumber daya secara berkelanjutan dan ramah lingkungan. Permintaan beras organik diperkirakan akan meningkat di masa mendatang seiring dengan pertumbuhan penduduk dan pendapatan. Adopsi pertanian organik masih sangat lambat. Tantangan utama pertanian padi organik adalah kekhawatiran anjloknya hasil panen ketika melakukan konversi. Permasalahan lainnya adalah kurangnya pengetahuan teknis dan dukungan pemerintah, mahalnya biaya konversi dan kontaminasi bahan kimia dari pertanian konvensional. Diperlukan penelitian yang lebih mendalam tentang faktor-faktor yang memengaruhi petani untuk mengadopsi pertanian organik. Dengan demikian pemerintah dapat merancang strategi dan kebijakan yang tepat untuk mempercepat adopsi pertanian padi organik.

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“…Nilai kesediaan membayar (willingness to pay) beras organik di setiap daerah tentu berbeda karena perbedaan nilai daya beli yang dipengaruhi tingkat pendapatan, perbedaan karakteristik konsumen, dan jenis beras organik yang dijual. Riana et al (2019) (Fathia, 2018), sedangkan nilai rata-rata maksimum beras organik di Pontianak sebesar Rp 26.120 per kilogram (Setiyadi et al, 2016). Nilai rataan willingness to pay beras pandan wangi organik di Bandung sebesar Rp 24.000 per kilogram (Yuningsih, 2016).…”

Section: Pendahuluanunclassified

Kesediaan Membayar (Willingness To Pay) Beras Organik di Kabupaten Banyumas dan Faktor Yang Mempengaruhinya

Arimurti¹,

Sularso

Hartati

2021

Forum Agribisnis

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The objectives of this study are: (1) to identify the characteristics of organic rice consumers in Banyumas Regency, (2) to determine the maximum average price for organic rice that consumers in Banyumas Regency are willing to pay, and (3) to analyze and find out factors underlying the consumers’ willingness to pay for organic rice. This research was conducted in Banyumas Regency by interviewing 68 respondents who were selected using the snowball sampling method. Data is analyzed using descriptive analysis, contingent valuation method (CVM), and logistic regression analysis. The study indicates that the characteristics of organic rice consumers who are willing to pay more for organic rice in Banyumas Regency are mostly aged 36 to 55 years, having an undergraduate degree, working as civil servants, and having an income level of Rp 3.000.001 to Rp 6.000.000 with 1-4 family members. The maximum price for organic rice that consumers in Banyumas Regency are willing to pay is Rp18.346 per kilogram. Factors underlying the willingness to pay for organic rice are income, length of consumption, and consumers’ perception of organic rice quality.

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Consumer’s Attitude and Willingness to Pay for Organic Rice

Cited by 10 publications

References 10 publications

The Effect of Quality, Communication and Outputs of Marketing Channel of Cianjur Pandanwangi Rice on Consumer Trust in Java West Marketing Area

The Effect of Quality, Communication and Outputs of Marketing Channel of Cianjur Pandanwangi Rice on Consumer Trust in Java West Marketing Area

Green Revolution’s Role and Impact: Organic Farming Potential for Indonesian Sustainable Agriculture

Kesediaan Membayar (Willingness To Pay) Beras Organik di Kabupaten Banyumas dan Faktor Yang Mempengaruhinya

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