Consumers' attitudes and purchase intentions in relation to organic foods in Indonesia

Riski Ulina Sianturi

Master's thesis

Abstract:

Nowadays, the consumption of organic foods has increased in many parts of the world, including in Indonesia. Organic food has gained a lasting reputation as a premium product, also considered a better alternative to conventional foods. The view was supported by the fact that organic foods were better perceived due to health benefits and harmless approach to the environment. The main aim of this research was to investigate young consumers’ attitudes towards organic foods in Indonesia, as well as the factors that impact these attitudes and intentions to purchase organic foods. Data collection was done through an online questionnaire survey which was completed by 142 students from the University of Sumatera Utara and Wilmar Business Indonesia University in Medan, North Sumatra, Indonesia. The data were analyzed by descriptive statistics, cross tabulation, and multiple linear regression. In this research, females showed higher interest in organic foods than males and vegetables were identified as the most preferred organic food category. Wise choice, healthier than conventional foods, higher quality, knowledge were sufficient, and protecting the environment were found as important factors that influence consumers’ attitude towards organic foods. Overall, the results showed that the most significant relationship between consumers’ attitude towards organic foods were health concerns, followed by consumers’ knowledge and environmental concerns. The study provides potential insights for the Indonesian local governments to enhance the knowledge of consumers behavior towards organic foods.

Keywords

Consumers’ Attitude, Health Concern, Consumers’ Knowledge, Environmental Concern, North of Sumatra

Language used: English

Date on which the thesis was submitted / produced: 27. 4. 2024

Thesis defence

• Date of defence: 4. 6. 2024
• Supervisor: Ing. Petra Chaloupková, Ph.D. dr. h. c.
• Reader: Tereza Němečková, Bc., externi

Czech University of Life Sciences Prague

Faculty of Tropical AgriSciences

Master programme:
International Development and Agricultural Economics