Proceedings of the International Conference on Sustainable Environment, Agriculture and Tourism (ICOSEAT 2022)

Pigmented Rice Niche Market Expansion: Green Consumer Attitudes and Purchase Intention to be Considered

Authors
Dyah Ismoyowati1, Shafira Wuryandani1, *, Fadhila Kurnia Wijayanti1
1Department of Agro-industrial Technology, Faculty of Agrotechnology, Universitas Gadjah Mada, Yogyakarta, Indonesia
*Corresponding author. Email: shafira.wuryandani@ugm.ac.id
Corresponding Author
Shafira Wuryandani
Available Online 28 December 2022.
DOI
10.2991/978-94-6463-086-2_71How to use a DOI?
Keywords
Green consumers attitude; Niche market; Pigmented rice; Purchase intention
Abstract

The current global trend leads to a healthy lifestyle related to environmentally friendly and green product consumption. Pigmented rice is one of the most popular healthy food choices for consumption by Indonesian consumers. Information regarding green consumer behavior in the pigmented rice market must be discovered. This study aims to develop alternative marketing activities to expand the niche market of pigmented rice based on green consumer attitudes and factors that influence purchase intention. The sampling method was nonprobability sampling with purposive sampling and snowball sampling techniques. The research data were obtained through an online survey from 309 respondents in several major cities in Indonesia, namely Jakarta, Yogyakarta, Semarang, and Bali. The results showed several factors influencing purchase intention: consumer preference, attitude towards the green product, subjective norm, controlled perceived behavior, environmental knowledge, environmental awareness, and green purchase intention. The recommendations for marketing activities that can be carried out to expand the rice market niche namely conducting promotions by highlighting environmentally-friendly aspects, namely organic labelling, environmentally friendly labels (ecolabel), use of environmentally friendly packaging, adding chemical pesticide-free information, information on nutritional content and health benefits on pigmented rice packaging, making social media and selling using the marketplace.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Sustainable Environment, Agriculture and Tourism (ICOSEAT 2022)
Series
Advances in Biological Sciences Research
Publication Date
28 December 2022
ISBN
978-94-6463-086-2
ISSN
2468-5747
DOI
10.2991/978-94-6463-086-2_71How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Dyah Ismoyowati
AU  - Shafira Wuryandani
AU  - Fadhila Kurnia Wijayanti
PY  - 2022
DA  - 2022/12/28
TI  - Pigmented Rice Niche Market Expansion: Green Consumer Attitudes and Purchase Intention to be Considered
BT  - Proceedings of the International Conference on Sustainable Environment, Agriculture and Tourism (ICOSEAT 2022)
PB  - Atlantis Press
SP  - 524
EP  - 531
SN  - 2468-5747
UR  - https://doi.org/10.2991/978-94-6463-086-2_71
DO  - 10.2991/978-94-6463-086-2_71
ID  - Ismoyowati2022
ER  -