Green harvest: consumer attitudes as seeds of change towards a sustainable food revolution

The breakthrough of organic food plays a crucial role in mitigating climate change. This is based on several research findings stating that organic food can reduce the use of chemicals, improve soil conditions, reduce greenhouse gas emissions, and support biodiversity. However, the high price constr...

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Main Authors: Andika Andika, Putri Wika Harisa, Luthfiana Della Nanda, Najmudin Mohamad
Format: Article
Language:English
Published: EDP Sciences 2023-01-01
Series:E3S Web of Conferences
Online Access:https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/104/e3sconf_9th-iccc_06001.pdf
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author Andika Andika
Putri Wika Harisa
Luthfiana Della Nanda
Najmudin Mohamad
author_facet Andika Andika
Putri Wika Harisa
Luthfiana Della Nanda
Najmudin Mohamad
author_sort Andika Andika
collection DOAJ
description The breakthrough of organic food plays a crucial role in mitigating climate change. This is based on several research findings stating that organic food can reduce the use of chemicals, improve soil conditions, reduce greenhouse gas emissions, and support biodiversity. However, the high price constraint of organic food leads most people to prefer non-organic food daily. The focus of this research is to determine the level of consumer willingness to pay more (WTPM) for organic food by examining the role of knowledge of organic food (OFK), price consciousness (PC), and consumer attitudes (CA). The 300 respondents were collected from all islands in Indonesia, including Java, Bali, Kalimantan, Sumatra, Nusa Tenggara, Sulawesi, Bangka Belitung, and Papua. This study uses Structural Equation Modeling (SEM) to test the research hypothesis. The research results indicate that OFK and PC directly and significantly influence CA. Furthermore, PC and CA also directly and significantly affect WTPM. Interestingly, OFK does not directly drive consumer WTPM. On the other hand, CA plays a significant mediating role between OFK and PC regarding WTPM. The implications of this research finding are that to increase the adoption of organic food as a climate change mitigation measure; efforts are needed to enhance consumers' knowledge and awareness of the benefits of organic food to form a more positive attitude towards the product. This, in turn, can improve their willingness to pay a slightly higher price to support organic food consumption in Indonesia.
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spelling doaj.art-165e5e2f6f4d454897905421b4ff5ec92024-01-26T10:44:01ZengEDP SciencesE3S Web of Conferences2267-12422023-01-014670600110.1051/e3sconf/202346706001e3sconf_9th-iccc_06001Green harvest: consumer attitudes as seeds of change towards a sustainable food revolutionAndika Andika0Putri Wika Harisa1Luthfiana Della Nanda2Najmudin Mohamad3Janabadra UniversityJanabadra UniversityJanabadra UniversityJanabadra UniversityThe breakthrough of organic food plays a crucial role in mitigating climate change. This is based on several research findings stating that organic food can reduce the use of chemicals, improve soil conditions, reduce greenhouse gas emissions, and support biodiversity. However, the high price constraint of organic food leads most people to prefer non-organic food daily. The focus of this research is to determine the level of consumer willingness to pay more (WTPM) for organic food by examining the role of knowledge of organic food (OFK), price consciousness (PC), and consumer attitudes (CA). The 300 respondents were collected from all islands in Indonesia, including Java, Bali, Kalimantan, Sumatra, Nusa Tenggara, Sulawesi, Bangka Belitung, and Papua. This study uses Structural Equation Modeling (SEM) to test the research hypothesis. The research results indicate that OFK and PC directly and significantly influence CA. Furthermore, PC and CA also directly and significantly affect WTPM. Interestingly, OFK does not directly drive consumer WTPM. On the other hand, CA plays a significant mediating role between OFK and PC regarding WTPM. The implications of this research finding are that to increase the adoption of organic food as a climate change mitigation measure; efforts are needed to enhance consumers' knowledge and awareness of the benefits of organic food to form a more positive attitude towards the product. This, in turn, can improve their willingness to pay a slightly higher price to support organic food consumption in Indonesia.https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/104/e3sconf_9th-iccc_06001.pdf
spellingShingle Andika Andika
Putri Wika Harisa
Luthfiana Della Nanda
Najmudin Mohamad
Green harvest: consumer attitudes as seeds of change towards a sustainable food revolution
E3S Web of Conferences
title Green harvest: consumer attitudes as seeds of change towards a sustainable food revolution
title_full Green harvest: consumer attitudes as seeds of change towards a sustainable food revolution
title_fullStr Green harvest: consumer attitudes as seeds of change towards a sustainable food revolution
title_full_unstemmed Green harvest: consumer attitudes as seeds of change towards a sustainable food revolution
title_short Green harvest: consumer attitudes as seeds of change towards a sustainable food revolution
title_sort green harvest consumer attitudes as seeds of change towards a sustainable food revolution
url https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/104/e3sconf_9th-iccc_06001.pdf
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AT luthfianadellananda greenharvestconsumerattitudesasseedsofchangetowardsasustainablefoodrevolution
AT najmudinmohamad greenharvestconsumerattitudesasseedsofchangetowardsasustainablefoodrevolution