Improving Pigmented Rice Farmers' Marketing Activity for Sustainable Agroindustry: Consumers' Voice to be Considered

Abstract

The demand for pigmented rice is highly increasing due to the consumer changing on a healthy lifestyle. The price of pigmented rice is higher than white rice, so it may be an opportunity to improve farmers' welfare. However, as producers, the farmers said they understand the consumer's needs and wants. They lack access to consumers' information. This article attempted to reveal the consumers' perspective of pigmented rice in Indonesia through their preferences and perceived quality. Those are variables indicating consumer voices. Two hundred sixty-one respondents are joining the survey from some big cities in Indonesia. The survey was exploring consumer voices about pigmented rice. The result shows that 83% of consumers said that pigmented rice is a superior product with a high price and high value. But the quality remains inconsistent, difficult to serve and combine with other dishes. The most attractive social media for them is Instagram Feeds. They often see the advertisement on social media and have more likely attracted by a campaign that been share on social media. Those help producers to market the rice better and broader, improving sustainable agroindustry on pigmented rice.

Assessment of Key Players in the Special Rice Value Chain in Nueva Ecija, Philippines

“…However, the demand for pigmented rice is increasing due to the consumer changing to a healthy lifestyle. As producers and traders, they understand the consumer's needs and wants, they lack access of consumers' information [19]. Some customers preferred to buy imported rice because it was cheaper than locally-produced rice [20].…”

Pigmented Rice Niche Market Expansion: Green Consumer Attitudes and Purchase Intention to be Considered

“…Wuryandani's survey showed that consumers are willing to buy at a premium even though they do not like the taste or texture of pigmented rice. They continue to consume the product's superiority of its nutritional content, which affects their health [35]. Perlinger's research shows that consumers are willing to pay more for premium products that include labels and health benefits [36].…”

“…Promotional activities through advertising media aim to influence and convince consumers of pigmented rice by emphasizing information on organic farming and pigmented rice cultivation systems that do not harm the environment so that consumers become interested and decide to buy organic pigmented rice. Promotion media attractive to pigmented rice consumers are advertisements, health-related campaigns, and information on the packaging [35]. Organic agriculture is an environmentally friendly agricultural system without chemicals that damage the balance of the environment and utilizes local resources [39], [40].…”