E3S Web Conf.
Volume 232, 2021International Conference on Agribusiness and Rural Development (IConARD 2020)
|Number of page(s)||9|
|Published online||25 January 2021|
Promoting organic pigmented rice: A study to develop sustainable agroindustry in Indonesia
Department of Agroindustrial Technology, Universitas Gadjah Mada, Yogyakarta, Indonesia
* Corresponding author: email@example.com
Increased environmental awareness has made consumers switch to consuming organic food. One of the most popular preferences of organic foods is organic pigmented rice. Market information regarding consumers who are aware of the environment in pigmented rice oriented towards organic and sustainable products is still needed. For this reason, this study aims to determine consumer attitudes towards green products and how much influence consumer attitudes towards purchase intention of organic pigmented rice. The type of research used in this study is descriptive quantitative with survey methods. Research data were derived from Indonesian consumers and obtained valid responses from 309 participants. The analysis technique used is simple linear regression. The results showed that the variable attitude towards green products had a positive and significant effect on green purchase intentions. The attitude variable towards green products can explain the variance of green purchase intention of 44.3%, while 55.7% are influenced by other variables not examined in this study. The study concludes that the promotion program by relevant stakeholders must focus on the environmental and health benefits of organic pigmented rice that is produced sustainably.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.