Abstract

As organic food is a part of the solution to food sustainability, it is important to understand how consumers perceive organic food. Achieving better understanding of consumers’ perceptions helps marketers develop appropriate marketing strategies for increasing organic food consumption. The objective of this research is to investigate perception of organic foods by Indonesian consumers. Questionnaires were administered to 340 participants. Factor analysis and one way analysis of variance were conducted on the data. The results demonstrate that respondents perceive organic food as healthy, environmentally friendly, and accessible, but high in price.

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Details

Presentation Type

Paper Presentation in a Themed Session

Theme

Resources and Environment

KEYWORDS

Organic food, Indonesian, Perception

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