Consumer Preferences for Traceable Fruit and Vegetables and Their Influencing Factor in Indonesia

Abstract

Through a consumer survey in the Jabodetabek region, this paper examines the characteristics of consumers who prefer traceable fresh fruits and vegetables (FFV) in Indonesia and analyses the influencing factors that help explain why consumers purchase traceable FFV. A descriptive analysis, factor analysis, and binary logistic regression model were used to analyse the data. The results of this study show that respondents who consider buying the traceable product are lower than respondents who prefer to buy the ordinary product. This study also indicates that well-educated consumers and modern shoppers are more likely to buy traceable FFV. Although consumer income level has no significant impact on the traceable preference, the respondents who are more sensitive to the price are less likely to buy the traceable FFV. Another important result is the positive attitude towards traceable product, food safety concern, environmental concern, importance consideration of certification & product brand, and degree of trust. These are the factors which explain why consumers prefer to buy traceable FFV.