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The Impact of Market Choice Behavior towards Purchase Decision of Organic Food: Focus on High End Consumer in Jakarta, Indonesia.
|關鍵字:||Market choice behavior;消費選擇;organic food;high-end consumers;有機食品;中高產階級||出版社:||農村規劃研究所||引用:||Reference Adam, D. (2001). “Nutritionist question study of organic food”. Nature, 412, 666. Ajzen, I. Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall. Armstrong, G., Kotler, Phillip. (2007). Marketing, 9nd edition. Pearson Education Inc. Belonax, Joseph J. (1997). Food Marketing. Simon and Schuster. Bagozzi, R. P., Yi, Y. (1988). “On the evaluation of structural equation models”. Journal of the Academy of Marketing Science, 16, 74-94. Bentler, P. M. (1990). “Comparative fit indexes in structural models”. Psychological Bulletin, 107, 238-246. Blackwell, R.D., Miniard, P.W., Engel, J.F. (2001). Consumer Behavior, 9th edition. Harcourt College Publishers, USA. Bryne, B. M. (2001). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Mahwah, NJ: Lawrence Erlbaum Associates. 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Websites: http://epaper.kompas.com http://id.wikipedia.org/wiki/Jakarta http://www.dinkes-dki.go.id/fasilitas.html http://www.economicswebinstitute.org http://www.ers.usda.gov/data/InternationalFoodDemand/ http://www.ifoam.org http://www.kependudukancapil.go.id http://www.organic-world.net/asia.html.||摘要:||
The issues and problem concerning food quality, food safety and environment has led the consumer's realization the need for a solution. A sustainable farming producing organic food is one way to counter the problems by reducing the risk of consuming questionable food quality while protecting the environment from further depletion of land resources which the latter will be a boomerang for people living in the planet.
There are many aspects which influence the decision to purchase organic food targeting the high end consumers in Jakarta. In this research, the theory of market choice behavior concluding five values influencing organic food purchase decision. A survey in random-selected supermarkets in Jakarta, the capital city of Indonesia, is reported to identify the motivations which influence their purchase decision of organic food. Jakarta city is chosen to be the case study due to it's emerging market in organic food and the fact that it is a central economic of a country in a developing state. Every consumer in different location and background create a unique consumer behavior, thus the result of this study will be most suitable to be use in formulating organic food marketing strategy particularly targeting middle to upper class Jakarta consumers. The study can be used to be a comparative study with other cities as well.
The results show that the total impact of market choice behavior towards the purchase decision of organic food in Jakarta is 62.948 %. It reveals that the dominant value influencing purchase decision is functional value with health improvement benefit as the strongest contributor. The unique trait in this research particularly related to the second most influential value which is social value related most significantly by the family and friends which influence greatly towards the purchase decision of organic food. Other value such as emotional value explained significantly by feeling of wellbeing due to food safety, while epistemic value is explained most by curiosity. People under certain medical condition play a big influence in term of conditional value.
In the aspect of barriers, the study identified the respondents who never purchase organic food. Organic food premium price tag is the most significant barrier towards the purchase of organic food. The result also indicate that many consumers in Jakarta still need to increase the awareness in the multi benefits offered by purchasing organic food since as many as 59% respondents said they don't find organic and conventional food has any difference while 56% simply never really think about it. More advertisement, distribution of knowledge regarding the organic food purpose may potentially increase the wider spread of good perception and exposure towards organic food and thus may lead to trial purchase and then re-purchase.
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