Isna Windani, Kikik Siti Awaliyah


At present health is the most important and sought after aspect of society because many diseases that arise and attack. The many diseases that arise include the result of public consumption of unhealthy food, therefore people need to choose healthy and organic food. Consumer preferences are the results of assessments used by consumers to make choices and make decisions in the process of consuming organic food, especially organic rice. This paper aims to provide information related to: 1.) Consumer preferences (preference theory, preference characteristics, preference models and basics in studying preferences; 2.) Study studies of consumer preferences for organic food products in Java and outside Java. This paper uses the theory of consumer preferences and consumer attributes in consuming organic food products, especially organic rice. The design of this paper is done with a descriptive method approach by reviewing theories and studies related to consumer preferences and attributes in consuming organic food products, especially organic rice. This paper is the result of a review of several studies in Indonesia and Southeast Asia showing differences in variables that affect consumption of organic rice compared to Indonesia. The difference lies in the culture and local wisdom of the local community. Consumers in Java and Outside Java also have different perceptions and preferences for organic rice. The existence of technological advances in the modern era such as online marketing systems are also an attraction for further research. Preference for organic food, especially rice, is of a general nature in terms of health benefits (organic cultivation and certification) and the lifestyle / culture of modern consumers, while special preferences are relatively high prices and there are no quality standards for organic products. Knowledge about organic rice in particular still needs to be further investigated to increase consumer awareness related to demographic, psychological, and behavioral aspects. The availability of appropriate information access, especially in traditional markets is also needed to distinguish organic and non-organic rice. Organic certification, information on labels / packaging must also receive our serious attention together which aims to protect consumer rights for the availability of good organic rice.

Keywords : Consumer preferences, Knowledge of organic rice.

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