Differences of customer purchase behavior toward organic rice in Indonesia and Taiwan

Abstract

Purpose – The purpose of this study is to investigate the similarities and differences in consumer purchasing behavior of Taiwanese and Indonesian organic rice consumers. Design/methodology/approach – This study uses quantitative methods with the primary data collected from consumers in Indonesia and Taiwan through structured questionnaire to understand customer purchasing behavior toward organic rice in the two countries. A total of 415 useable questionnaires were computed and analyzed through factor analysis, reliability analysis, regression analysis, correlation and t-test. Findings – The results of this research indicate significant differences between Indonesia and Taiwan in their consumer knowledge and consumer purchase behavior, but not for environmental concerns and consumer attitude. Practical implications – The results of this study will assist producers of organic rice in developing countries to adapt to new organic food standards and marketing to ensure high food quality standards for both domestic and export markets. Originality/value – This study provides insights into the preferences of consumers of organic rice both in Taiwan and Indonesia. Empirical results in this study provides comparisons between two countries attitudes toward organic rice and this study emphasizes the correlation between consumer purchasing behavior, consumer knowledge, environmental concerns and attitude for Indonesian respondents, Taiwanese respondent, and both combined.

An analysis of purchase intentions toward organic food on health consciousness and food safety with/under structural equation modeling

“…In this study, "subjective knowledge of organic food" refers to consumers' knowledge of organic food quality and related understanding. Compared with Taiwanese consumers, Indonesian consumers have greater knowledge and a positive attitude towards organic rice (Moslehpour et al, 2014).…”

Impact of risk perception on customer purchase behavior: a meta-analysis

“…Prior research has viewed customer purchase behavior from several different perspectives (Lee and Lee, 2015;Del et al, 2001;Michael et al, 2014). In one of the most cited perspectives on customer purchase behavior, customer purchase behavior is the sum total of a consumer's behaviors to satisfy his or her needs and desires by searching goods and information, then generating a purchase intention, and subsequently comparing goods for decision-making when purchasing a product (Moslehpour et al, 2014;Lee and Lee, 2015;Gao, 2009;Rossiter and Bellman, 2005;Del et al, 2001;Michael et al, 2014). A number of researchers agree with this definition, and customer purchase behavior has been divided into purchase intention and purchase decision (Rimal et al, 1999;Teo and Liu, 2007;You and Li, 2016;Marcello et al, 2017;Wang and Kim, 2019).…”

The effect of service recovery on customer loyalty: the role of perceived food safety

“…Consumers, mainly in developed countries, have become more discriminating in their food product choices; they choose fresh and healthy food that requires correct handling from production through consumption (Moslehpour et al, 2014;Savelli et al, 2017). The quality attributes of food products can be summarized in the following classes: food safety, value, packaging and process attributes (Mancini et al, 2017).…”