Research Article
Consumer’s Perception and Opinion Toward Organic Rice Products
@INPROCEEDINGS{10.4108/eai.27-7-2021.2316928, author={Etty Soesilowati and Nana Kariada and Dhita Prasisca Mutiatari}, title={Consumer’s Perception and Opinion Toward Organic Rice Products}, proceedings={Proceedings of the 4th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2021, 27-28 July 2021, Semarang, Indonesia}, publisher={EAI}, proceedings_a={ICE-BEES}, year={2022}, month={3}, keywords={perception opinion consumer organic rice}, doi={10.4108/eai.27-7-2021.2316928} }- Etty Soesilowati
Nana Kariada
Dhita Prasisca Mutiatari
Year: 2022
Consumer’s Perception and Opinion Toward Organic Rice Products
ICE-BEES
EAI
DOI: 10.4108/eai.27-7-2021.2316928
Abstract
The purpose of this study was to assess the perceptions and opinions of Semarang city consumers towards organic rice products in the framework of supporting the security program for the provision of healthy food. The study used a quantitative approach with a sample of 136 organic rice consumers. The variables studied include consumer characteristics, consumer perceptions, consumer considerations, consumer interests, consumer confidence, and consumer attitudes in consuming organic rice. Data were analyzed by descriptive percentage and the Multidimensional Scale method. The results showed that 52.94% of men and 47.06% of women in the age range between 19 to 61 years and 52.94% with a diploma/bachelor degree stated that organic rice products were healthy (46%), did not contain pesticides (35%), friendly environment (15%) and the rest for the welfare of farmers. The important attributes that are considered by respondents in buying organic rice products include elasticity, quality, certification, price, and the ease of obtaining them. The information label attribute is an attribute that is considered very important in shaping consumer attitudes towards organic rice products. While the highest level of consumer confidence lies in the quality attribute. In general, organic rice products can be accepted by consumers where in general the attributes they have are as expected.