Kesediaan Membayar Produk Sayuran Organik di Pasar Modern Jakarta Selatan
DOI:
https://doi.org/10.18196/agr.3246Keywords:
CVM, modern market, organic vegetables, willingness to pay (WTP)Abstract
Organic vegetable products tend to have higher prices compare to non organic, therefore most consumers think organic vegetable products are expensive products. This research aims to determine consumers’ willingness to pay (WTP) for organic vegetable product and influencing factors towards WTP. This research was conducted in 6 modern market in South Jakarta by interviewing 100 consumers who were selected using quota sampling technique. Data were analyzed using contingent valuation method (CVM) to determine the average value of consumers’ WTP and logistic regression employed to determine the factors that influence WTP. The results showed that 82% consumers are willing to pay higher prices to buy organic vegetables products, with additional range between 8.5% to 15% from the real price. Factors that significantly influenced consumers’ willingness to pay were education level, monthly income and product quality.
References
Ameriana, M. (2006). Kesediaan Konsumen Membayar Premium untuk Tomat Aman Residu Pestisida. Jurnal Hortikultura, 16(2), 165–174.
Aliansi Organis Indonesia (AOI). (2015). Statistika Pertanian Organik Indonesia. Bogor: Penerbit AOI.
Aryal, K. P., Chaudhary, P., Pandi, S., & Sharma, G. (2005). Consumers’ Willingness to Pay for Organic Products: a Case from Kathmandu Valley. The Journal of Agriculture and Environment, 10(2), 12–22.
Canavari, M., Bazzani, G.M., Spadoni, R., & Regazzi, D. (2002). Food Safety and Organic Food Demand in Italy: a Survey. British Food Journal, 104(3), 187–199.
Fauzi, A. (2006). Ekonomi Sumber Daya Alam dan Lingkungan Teori dan Aplikasi. Jakarta: PT Gramedia Pustaka Utama.
Firdaus, M., & Farid, M. A. (2008). Aplikasi Metode Kuantitatif Terpilih untuk Manajemen dan Bisnis. Bogor: IPB Press.
Gil, J. M., Gracia, A., & Sanchez, M. (2000). Market Segmentation and Willingness to Pay for Organic Products in Spain. The International Food and Agribusiness Management Review, 3(2), 207-226.
Govindasamy, R., & Italia, J. (1999). Predicting Willingness to Pay a Premium for Organically Grown Fresh Produce. Journal of Food Distribution Research, 30(2): 44–53.
Hamzaoui, L., & M. Zahaf. (2012). Canadian Organic Food Consumers' Profile and Their Willingness to Pay Premium Prices. Journal of International Food and Agribusiness Marketing, 24(1), 1–21.
Khorniawati, M. (2014). Produk Pertanian Organik di Indonesia: Tinjauan Atas Preferensi Konsumen Indonesia Terhadap Produk Pertanian Organik Lokal. Jurnal Studi Manajemen, 8(2), 171–182.
Krystallis, A. & Chryssohoidis, G. (2005). Consumers' Willingness to Pay for Organic Food. British Food Journal, 107(5), 320–343.
Kuncoro, M. (2009). Metode Riset untuk Bisnis dan Ekonomi. Jakarta: Penerbit Erlangga.
Las, I., Subagyono, K., & Setiyanto, A. P. (2006). Isu dan Pengelolaan Lingkungan dalam Revitalisasi Pertanian. Jurnal Litbang Pertanian, 25(3), 106-114.
Lemeshow, S., & Levy, P. S. (1997). Sampling of Populations Methods and Application. New Jersey: Wiley Publisher.
Mayrowani, H. (2012). Pengembangan Pertanian Organik di Indonesia. Jurnal Agro Ekonomi, 30(2), 91–108.
Muljaningsih, S. (2011). Preferensi Konsumen dan Produsen Produk Organik di Indonesia. Jurnal Wacana, 14(4), 1–5.
Nazaruddin. (2003). Budidaya dan Pengaturan Panen Sayuran Dataran Rendah. Jakarta: Penebar Swadaya.
Novandari, W. (2011). Analisis Motif Pembelian dan Profil Perilaku “Green Product Customer” (Studi Pada Konsumen Produk Pangan Organik Di Purwokerto). JEBA, 13(1), 9–16.
Priambodo, L. H., & Najib, M. (2016). Analisis Kesediaan Membayar (Willingness to Pay) Sayuran Organik dan Faktor-Faktor yang Mempengaruhinya. Jurnal Manajemen dan Organisasi, 5(1), 1-14.
Rodriguez, E., Lacaze, V., & Lupin, B. (2007). Willingness to Pay for Organic Food in Argentina: Evidence from a Consumer Survey. 105th EAAE Seminar ‘International Marketing and International Trade of Quality Food Products’. Italy: Bologna.
Shashikiran, L., & Madhavaiah, C. (2014). Impact of Demographics on Consumers Willingness to Pay Premium: a Study of Organic Food Products. International Journal of Research and Development – A Management Review, 3(3), 15–19.
Sriwaranun, Y., Gan, C., Minsoo, L., & Cohen, D. A. (2015). Consumers’ Willingness to Pay for Organic Products in Thailand. International Journal of Social Economics, 42(5), 480–510.
Sumarwan, U. (2011). Perilaku Konsumen. Bogor: Penerbit Ghalia Indonesia.
Downloads
Published
Issue
Section
License
This journal is based on the work at https://journal.umy.ac.id/index.php/ag/index under license from Creative Commons Attribution-ShareAlike 4.0 International License. You are free to:
- Share – copy and redistribute the material in any medium or format.
- Adapt – remix, transform, and build upon the material for any purpose, even comercially.
The licensor cannot revoke these freedoms as long as you follow the license terms, which include the following:
- Attribution. You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- ShareAlike. If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
- No additional restrictions. You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Information for authors
The author should be aware that by submitting an article to this journal, the article's copyright will be fully transferred to AGRARIS. Authors are allowed to resend their manuscript to other journals or intentionally withdraw the manuscript only if both parties (AGRARIS and Authors) have agreed on the issue. Once the manuscript has been published, authors are allowed to use their published article under AGRARIS copyrights.
All authors are required to deliver the agreement of license transfer once they submit the manuscript to AGRARIS. By signing the agreement, the copyright is attributed to this journal to protect the intellectual material for the authors. Authors are allowed to share, copy and redistribute the material in any medium and in any circumstances.
• Creative Commons Attribution-ShareAlike (CC BY-SA)
AGRARIS is licensed under an International License
