Consumers' Motivation to Participate in the "one Day No Rice" Policy

Abstract

The one day no rice policy has been emerged aiming to encourage Indonesian consumers to substitute rice with other local food staples and to diversify their daily consumption. This study aims to investigate consumers' motivation to participate in the one day no rice policy. A hundred respondents from Yogyakarta city was interviewed using laddering method of administration. A means-end chain approach was used to analyse data that consists of four steps: laddering interview, content analysis, generating and interpreting hierarchy value map (HVM). The results show that there are three main pathways in the HVM regarding consumers' motivation to participate in one day no rice policy. They are 1). Food habit, 2) fulfil daily needs and 3) supporting local food policy. These motives can be used to promote local food policy particularly encouraging consumers to diversify their daily food consumption other than rice.