Exploration of Motives and Barriers on Indonesian Organic Products Consumption

Abstract

This study aims to explore consumer motives and barriers related to the consumption of organic products. The research was conducted using survey method. Respondents in this study are fixed consumers of organic products incorporated as members of the Indonesian Organic Community. Data is collected incrementally. Initial data were collected through an open survey, then Focus Group Discussion was conducted to classify the stimulus from consumers. The next data is collected in a closed and analyzed using Confirmatory Factor Analysis and descriptive. Based on the analysis indicates that the motives of consumers to consume organic based on the benefits of organic products is health, safety, naturalness, and the importance of maintaining environmental balance. External factors that determine the choice in the consumption of organic products is a life partner, family, friends or colleagues, while those used as a reference purchase is a media of information such as magazines and television in the form of talk shows and nutritionists. It is a barrier to consumption of organic products is the availability of sellers (ease in obtaining products), product prices, consumer income, knowledge and information of authenticity (validity) of organic products.