Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
P-Index
This Author published in this journals
All Journal Habitat
Fitri, Kanissa Gita
Unknown Affiliation
Other

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Demographic Analysis of Urban Consumers’ Fruit Salad Preferences in Malang City, East Java of Indonesia Noor, Arif Yustian Maulana; Isaskar, Riyanti; Ummah, Khoirul; Fitri, Kanissa Gita
HABITAT Vol. 36 No. 1 (2025): April
Publisher : Department of Social Economy, Faculty of Agriculture , University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2025.036.1.7

Abstract

Urban consumers are increasingly exposed to health risks and dietary transitions, prompting growing interest in organic food products. However, actual purchasing behavior for organic options, such as fruit salad, remains inconsistent, particularly in emerging economies. Existing studies tend to emphasize attitudinal factors in developed markets, leaving a gap in understanding how structural demographic attributes influence organic preferences in developing urban contexts. This study aims to examine how education, marital status, income, gender, expenditure, and buying frequency shape consumer preference for organic fruit salad. A cross-sectional survey was conducted in an urban Indonesian setting, and binary logistic regression was employed to identify significant predictors. The results reveal that education and marital status are strong positive determinants of organic preference, while monthly expenditure is marginally significant. In contrast, income, gender, and buying frequency show no statistically significant effects. These findings suggest that informational access, household responsibility, and food budgeting behavior better explain organic food choices than income or habitual purchasing. The study contributes to consumer behavior and food preference literature by highlighting the socio-demographic foundations of sustainable consumption. Implications are offered for urban nutrition policy, consumer segmentation strategies, and targeted marketing to support the adoption of organic food in middle-income societies.
Lifestyle-Driven Preferences in Fruit Salad Consumption: Evidence from a Discrete Choice Experiment Rayesa, Neza Fadia; Fitri, Kanissa Gita; Noor, Arif Yustian Maulana; Prasetyaningrum, Dian Islami; Ramadhan, Aditya Willy
HABITAT Vol. 37 No. 2 (2026): August
Publisher : Department of Social Economy, Faculty of Bio-Industry, Agriculture and Forestry, University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2026.037.2.11

Abstract

Purpose: This study aims to examine how lifestyle-based consumer segments influence preferences and willingness to pay (WTP) for fruit salad product attributes in urban Indonesia. Specifically, it investigates the moderating role of lifestyle dimensions—physical activity, dietary habits, mental wellness, and perceived health benefits in shaping consumer preferences for key product attributes. Design/Methodology/Approach: A quantitative study was conducted using a Discrete Choice Experiment (DCE) with a D-efficient design consisting of nine choice sets. Data were collected from 150 urban fruit salad consumers in Indonesia. Consumer preferences were analyzed using the Conditional Logit model, while marginal willingness to pay (MWTP) estimates were calculated using the Krinsky–Robb simulation approach. Lifestyle dimensions based on the Activities, Interests, and Opinions (AIO) framework were incorporated into the utility function to capture preference heterogeneity. Findings: The results indicate that consumers showed stronger preferences for fruit salad products with box packaging, online ordering platforms, and low-calorie nutritional labels. Lifestyle characteristics significantly influenced attribute preferences, with consumers exhibiting stronger dietary and mental wellness orientations demonstrating greater preferences for hygienic packaging and health-related labeling. The MWTP estimates further revealed that consumers were willing to pay price premiums for these preferred attributes, highlighting the economic value of health-oriented product differentiation in the urban fruit market. Originality/Value/Novelty: This study extends the application of Discrete Choice Experiments in agrifood marketing by integrating AIO-based lifestyle dimensions directly into the utility framework rather than treating lifestyle merely as a descriptive consumer characteristic. By providing monetized willingness-to-pay estimates for ready-to-eat fruit products in an emerging market, the study offers novel evidence on how lifestyle heterogeneity shapes consumer preferences and supports more effective product design, pricing,and marketing strategies for agrifood MSMEs and downstream horticultural businesses in urban Indonesia.
Co-Authors Noor, Arif Yustian Maulana Prasetyaningrum, Dian Islami Ramadhan, Aditya Willy Rayesa, Neza Fadia Riyanti Isaskar Ummah, Khoirul