The prediction of consumers’ intention in choosing organic coffee: an application of theory planned behaviour

Self Cite

Maize is a crucial staple food in Indonesia after rice. The decision of farmers to plant maize is driven by many factors which affect their behaviour when deciding to cultivate maize. Deli Serdang Regency is one of the maize-producing centres in North Sumatera Province. Meanwhile, Percut Sei Tuan Subdistrict is one of the subdistricts with the highest planting area, harvest area, and production in Deli Serdang. This research was conducted to determine what factors influence farmers’ decision to cultivate maize, and how the process of taking it occurs. Binary Logistics regression analysis was used to analyse primary data obtained from interviews. The results showed that the farmers’ age, experience in farming maize, number of dependents, and extension attendance frequency, had an insignificant effect on farmers’ decisions to plant maize. In contrast, the ease of farming had a positive and significant impact. Many farmers in the research area cultivated maize since they thought growing maize was less difficult than other crops. The farmers decided to cultivate maize instead of other crops through three stages, namely the knowledge stage, the persuasion stage, and the decision stage. Farmers’ motivation to cultivate maize is one of the attributes in the maize production’s sustainability analysis.

Section: Methodsmentioning

confidence: 99%

Factors affecting maize farming’s decision-making process as an attribute in production sustainability analysis in Percut Sei Tuan Subdistrict, Deli Serdang Regency, North Sumatera Province

Azzahra,

Pane,

Supriana

2023

Self Cite

“…Increasing consumer awareness of ecolabelling on the products they consume has forced producers to apply the concept of sustainability to their production processes. Food safety is the main reason for consumers influencing the decision making of purchasing ecolabelling products [1]. This consumer awareness has led to many studies related to eco-labelling products from various agricultural commodities [1][2][3].…”

Section: Introductionmentioning

confidence: 99%

“…Food safety is the main reason for consumers influencing the decision making of purchasing ecolabelling products [1]. This consumer awareness has led to many studies related to eco-labelling products from various agricultural commodities [1][2][3]. It is critical to note consumers' willingness to pay for and consume ecolabelling products.…”

Section: Introductionmentioning

confidence: 99%

Indonesian consumers’ willingness to pay for organic coffee

Khaliqi,

Ramadhani,

Pane

et al. 2023

The use of organic certification benefits farmers as well as the environment. Organic coffee farmers, on the other hand, face the challenge of determining how much consumers are willing to pay for the organic coffee they produce. The purpose of this study was to investigate the factors that influence Indonesian consumers’ willingness to pay for organic coffee, as one of the indicators that influence consumer purchasing decision behavior. A structural equation model analysis was used to collect data by distributing questionnaires to a total of 766 respondents. The model was created by combining variables from the Theory of Planned Behavior and consumer awareness. This study was successful in demonstrating the direct impact of attitude, subjective norms, PBC, and consumer awareness on consumers’ willingness to pay for Indonesian organic coffee. On the other hand, health and environmental sustainability factors had an indirect influence on consumers’ willingness to pay for organic coffee. Meanwhile, regional development factors had no effect on consumers’ willingness to pay, either directly or indirectly.

“…Cooperatives assist farmers in increasing their bargaining power and marketing opportunities [34]. Considering the understanding of consumers' preferences is fundamental to be able to identify the market, the study to determine consumers' preferences and marketing opportunities in the specialty coffees market is also crucial [35,36]. Starting from that, this study was done to uncover the consumers' preferences for North Sumatera specialty coffees and investigate the problems in marketing them.…”

Section: Introductionmentioning

confidence: 99%

Consumers’ preferences for North Sumatera specialty coffees

Pane

Khaliqi

2022

The distinctive and special taste of Indonesian coffees has been renowned in the world coffee market. In the coffee’s production system at the farm level, the term specialty coffee typically refers to sustainable coffee. To keep up and maintain the uniqueness of specialty coffees’ tastes, the Ministry of Law and Human Rights (Kemenkumham) of Indonesia has issued the Geographical Indication certification on coffees. Understanding consumers’ preferences are very important to be able to identify the market, enabling producers and businesses to promote their products in a better way. This study revealed the consumers’ preferences for North Sumatera specialty coffees and investigate the problems in marketing them. The conclusions are: the coffee’s taste is the most important factor for consumers in deciding the coffee shop to buy specialty coffees; the medium acidity level (sour taste) is the most important factor for consumers in choosing specialty coffees to buy; and consumers prefer Sidikalang Robusta coffee the most, followed by Sumatera Mandheling and Sumatera Simalungun Arabica coffee.