Organic Food Market in Java and Bali: Consumer Profile and Marketing Channel Analysis

Abstract

Abstrak 
 Tren keamanan pangan menjadi isu sensitif dalam industri pangan saat ini. Pertanian organik dapat menjadi alternatif solusi karena memiliki keseimbangan lingkungan, kesehatan, dan kebermanfaatan bagi petani lokal. Namun, tingginya harga produk serta skala produksi yang masih rendah menjadi faktor yang membatasi pertumbuhan pasar pangan organik di dalam negeri. Penelitian ini bertujuan menganalisis perilaku konsumen pangan organik, menganalisis saluran pemasaran dan memformulasikan alternatif saluran pemasaran pangan organik dalam negeri. Pengambilan sampel dilakukan secara purposive dimana kriteria responden adalah mereka yang mengetahui pangan organik dan berdomisili di lima kota besar pulau Jawa dan Bali. Survei saluran pemasaran dilakukan di Jakarta dan Jawa Barat dengan mewawancarai aktor-aktor di setiap rantai nilai. Hasil penelitian menunjukkan peluang pasar pangan organik cukup besar, karena umumnya responden telah menyadari bahwa pangan organik baik untuk kesehatan. Konsumen pangan organik saat ini termasuk kelompok middle class segment berusia 20-50 tahun, pekerja kantoran dan berpenghasilan di atas Rp 9 juta. Bagi konsumen, label sertifikasi pangan organik lebih penting dari merek. Saluran pemasaran organik sangat bervariasi. Pada pasar B2C pemanfaatan digital marketing dapat meminimalisir risiko finansial petani organik. Sementara pasar B2B dapat dioptimalkan melalui kerjasama perhotelan, restoran, kafe, rumah sakit, dan industri pengolahan makanan sehat, serta didukung kebijakan pemerintah yang selaras.
 Kata Kunci: Pangan Organik, Perilaku Konsumen, Saluran Pemasaran, Negara Berkembang
 
 Abstract
 The trend of food safety is a sensitive issue in the food industry today. Organic agriculture can be an alternative solution because it has a right balance in terms of the environment, health and benefits for local farmers. However, high prices for organic products and low production scale limit the growth of the domestic organic food market. This research aims to analyze organic food’s consumer behavior, analyze the existing marketing channels and formulate alternative marketing channels for the domestic organic food supply chain. Sampling was carried out by purposive sampling method in which the criteria for respondents were those who know about organic food and live in five big cities in Java and Bali. The marketing channel survey was conducted in Jakarta and West Java by interviewing each actor in the value chain. The results showed that organic food’s market opportunity was quite large, because the respondents were generally aware that organic food was good for health. Organic food consumers are currently included in the middle-class segment, aged 20-50 years, office workers, and income more than IDR 9 million a month. For consumers, certification labels are more important than brands in organic food. On the one hand, organic marketing channels still vary widely. In the B2C market, the use of digital marketing can minimize the financial risks of organic farmers. On the other hand, the B2B market can be optimized through cooperation in hotels, restaurants, cafes, hospitals, and the healthy food processing industry, supported by government policies.
 Keywords: Organic Food, Consumer Behavior, Marketing Channels, Developing Countries
 JEL Classifications: D11, F10, F18

Identification of intention to buy healthy food

“…That is, the attitude factor variable in this study is an inseparable part of the health awareness variable because it forms an individual's positive attitude (Yadav & Pathak, 2016). Therefore, the findings of this research support the results of research from (Bagher et al, 2018;Li & Jaharuddin, 2021;Najib et al, 2020;Teixeira et al, 2021;Yadav & Pathak, 2016).…”

“…What is also supportive is the government's concern which is also supported by the business world or industrialization on the importance of healthy food products. The urgency of health awareness also cannot be separated from the increasing threat of environmental damage (Li & Jaharuddin, 2021;Najib et al, 2020;Yadav & Pathak, 2016). This finding supports the research results (Bagher et al, 2018;Tariga et al, 2021;Yadav & Pathak, 2016).…”

“…The identification of various empirical research results indicates that switching behavior towards healthy food is influenced by several factors, for example first: individual attitudes regarding health factors (Li & Jaharuddin, 2021;Najib et al, 2020). The positive attitude of the individual will have a positive effect on the purchasing power of healthy food, and vice versa.…”

“…The positive attitude of the individual will have a positive effect on the purchasing power of healthy food, and vice versa. In addition, awareness of style Healthy living also has a positive effect on the intention to buy healthy food (Najib et al, 2020;Pomsanam et al, 2014;Tariga et al, 2021;Yadav & Pathak, 2016). Second: the aspect of knowledge of style life, health, and the environment are also important factors in the attractiveness of consuming healthy food.…”

“…Fourth: the difference in the price to be paid. The fact is that healthy food tends to have a higher price, so the price gap is an important factor in changing consumption behavior for healthy food (Najib et al, 2020). The identification of these factors indicates that research related to the intention to buy healthy food tends to continue to grow and become an interesting issue (Kusdianto et al, 2020;Kusdianto et al, 2020).…”