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Journal : Forum Agribisnis

WILLINGNESS TO PAY KONSUMEN BERAS ORGANIK DAN FAKTOR-FAKTOR YANG BERKAITAN DENGAN KESEDIAAN KONSUMEN UNTUK MEMBAYAR LEBIH Yulia Sari; Elly Rasmikayati; Bobby Rachmat Saefudin; Tuti Karyani; Sulistyodewi Nur Wiyono
Forum Agribisnis Vol 10 No 1 (2020): FA VOL 10 NO 1 MARET 2020
Publisher : Magister Science of Agribusiness, Department of Agribusiness, FEM-IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/fagb.10.1.46-57

Abstract

Increased public concern and awareness of health and environment, is expected to significantly increase organic rice consumers. Thus, it can be consumed and reached by more people. The objectives of the study were to identify the characteristics of organic rice consumers, measure willingness to pay of organic rice consumers and analyze the factors related to the willingness to pay of organic rice consumers. The method used in this study is a survey method with descriptive statistical analysis and the Contingent Valuation Method (CVM). The numbers of research respondents were 51 people consisting of organic rice consumers in Warung Sehat 1000 Kebun (W1000K) as much 18 people and consumers of organic rice in several other places joined in the Indonesian Organic Community as much 33 people. The results showed that consumers were willing to pay up to 10% higher than the price offered for organic rice types of pandan wangi, menthik susu, red rice and brown rice sold in W1000K. Even in some other places, consumers are willing to pay for those rice at prices higher up to 22% of the offered price. While for organic rice type of black rice, consumers are willing to pay 9%-11% lower than the price offered. Factors related to consumers' willingness to pay more for organic rice are health (67%), food security (45%), impact on the environment (43%), knowledge of organic rice (39%), easy access to get rice (37%), service (33%), quality (25%), packaging (24%), price (20%), and lifestyle (18%).
Co-Authors Abdurofi, Ilmas Achmad Septio Achmad Septio Ade Irawan Adela, Aqila Shafa Agriani H Sadeli Agriani Hermita Sadeli Agus Susanto Ahmad Choibar Tridakusumah Ahmad Thoriq Akbar, Ujang Amalia Putri, Amalia Anne Charina Aris Farianto Ashfia Mulya Ulfah Ashfia Mulya Ulfah, Ashfia Mulya Astrini, Carmelita Auli, Wildan Azahra, Shabrina Puti Benyamin, Gamaliel Bobby Rachmat Saefudin Calista, Mila Quinsy Carmelita Astrini Cindy Pedekawati Cindy Pedekawati Deby Diana Dewijanti, Indra Irjani Dharmawan, Sarah Setiasih Dharmawan, Sarah Setiasih Dhyna Dellaura Pujakesuma Dian Rahmawati Dika Supyandi Dini Rochdiani Djuwendah, Endah SP. Dwiartama, Angga E Supriadi R Eddy Renaldi Eka Purna Yudha Eliana Wulandari Elly Rasmikayati Elza Rosalia Endah Djuwendah Endah Djuwendah Erna Rachmawati Ernah, Ernah Ery Supriyadi R. Eti Suminartika Fathoni, Ilham Dwi Fauzia Imani Fellingga Cahayu Garwa Widadari Budoyo Gema Wibawa Mukti Gema Wibawa Mukti Hendar Nuryaman Hepi Hapsari Hesty Nurul Utami Ignatia Rahmadani Putri Palupi Ima Marlina Iwan Setiawan Karin Nafia Pramesti Karl Andhika Mahaputra Kirana, Sesilia Kusno, Kuswarini Kuswarini Kusno Kuswarini Kusno Kuswarini Kusno Kuswarini Kusno Kuswarini Kusno Lestari, Auliya Nabilla Noor Lies Sulistyowati Lies Sulistyowati Lies Sulistyowati Sulistyowati Lucyana Trimo, Lucyana M., Nurul Risti Mar'atushsholihah, Shafyra Nuruzzakiyya Marlina, Ima Muhammad Fadli Nida'a Khoirunnisa Nur Syamsiyah Nur Syamsiyah Nur Syamsiyah Nurhana Jafaruddin Nurul Risti M, Nurul Risti Nurul Risti Mutiarasari Nurul Risti Mutiarasari O Hasbiansyah Oktavia, Soverani Pandi Pardian Pedekawati, Cindy Pitania Naelil Zakiyah Puspita, Gusti Reza Putri, Salsabilah Azzahra Qanti, Sara Ratna R, E Supriadi R. Az-Zahra S R.Sana Aulia Salsabila Rahma Az-Zahra Saroja Rahmah, Ulya Raini Hurul Misqi Rani Andriani Budi Kusumo Resa Ana Dina Riantin Hikmah Widi Riantin Hikmah Widi Riky Rizkiansyah Rohayati Suci Indrianingsih Ronnie S. Natawidjaja Rustidja, Ery Supriyadi Ryandana, Dendy Sadeli, Agriani H Sarah Setiasih Dharmawan Sartika, Sheila Ruth Septiadi, Dudi Septio, Achmad Sesilia Kirana Sheila Ruth Sartika Siahaan, Emil Morris Gumanti Soverani Oktavia Sri Fatimah Subhika, Ikha Sulistyodewi Nur Wiyono Sulistyodewi Sulistyodewi Sumarno Tedi Supriyadi, E Syakirotin, Muthiah Tedi Hartoyo Terence, Daniel Tina Sonia Trimo, Lucyana Trisna Insan Noor Ugih Sugiarto Ugih Sugiarto Ujang Akbar Umi Untari Untari, Umi Vega Chendra Mulyana Widi, Riantin Hikmah Yayat Sukayat Yuhasyra, Dzikra Yulia Sari Zainal Arifin Zainal Arifin Zaqiah Ramdani Zumi Saidah