Value Chain and Customer Value Analysis of Organic Food Supply Chain

DOI

10.2991/aer.k.211221.003How to use a DOI?

Keywords

Customer behavior; organic food; sustainable; value

Abstract

Organic food consumption, nowadays, has increased rapidly because of environmental sustainability, nutrition, and health issues concern. Considering organic product as value-added product; it provides an opportunity to understand the value creation, where each party in supply chain played their role. This study investigated how value created at organic product along supply chain and identified customer behavior though analyzed the motivations, beliefs, and attitudes behind the customer purchased decision on organic product. This study focused on organic catfish supply chain. Value Chain Analysis (VCA) was conducted to map supply chain parties, understand the market and identify value, and challenges for improving supply chain performance. Moreover, quantitative analysis carried out based on survey to understand customers’ behavior. This study found that organic catfish supply chain actors in Malang, Indonesia, involved fish seed and feed supplier, organic catfish farmer, processed food business, wholesaler, and retailer. These actors performed their activities at input supply, farming, and marketing function level. The result of survey illustrated that customer motivation toward purchasing organic food was mainly based on their belief about its benefit such as healthy and environmental friendly. In addition, the survey showed that availability of organic product influence customer purchased decision, which is become important point for supply chain to manage customer demand.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Ratih Ardia Sari
AU  - Sylvie Indah Kartika Sari
AU  - Angga Akbar Fanani
AU  - Qomariyatus Sholihah
PY  - 2021
DA  - 2021/12/23
TI  - Value Chain and Customer Value Analysis of Organic Food Supply Chain
BT  - Proceedings of the International Conference on Innovation and Technology (ICIT 2021)
PB  - Atlantis Press
SP  - 19
EP  - 26
SN  - 2352-5401
UR  - https://doi.org/10.2991/aer.k.211221.003
DO  - 10.2991/aer.k.211221.003
ID  - Sari2021
ER  -