| Summary: | The purpose of this study include : 1) How does the consumer behavior of organic rice?
2) How do the characteristics of consumed organic rice? 3) What are the factors that influence
the amount of organic rice consumption?
The respondents were households that consume organic rice and live in Sleman
regency. The variable that observed include: The decision makers, the main reason, place of
purchase, intensity, amount, and the percentage of organic rice consumption. The
characteristics of organic rice determined from varieties and brands of consumed organic rice,
then continued by organoleptic test. To determine factors that influence the amount of organic
rice consumption, the tested variables were education level, organic rice prices, the price of
substitute and complementary goods, family size, income, and the main reason to consume
organic rice.
Results of this research indicate, 1) Decision making in organic rice consumption is
determined by the wife ( 92,5 %), the main source of information comes from the electronic
media ( 32,2 %), the main reason of organic rice consumption is the health factor ( 80 % ), most
consumers choose distributor as a place to purchase organic rice, the main reason is good
service ( 35 % ), organic rice consumption intensity is continuously ( 67,5 ), and the amount of
consumption per month is 10-20 kg. 2) Consumers of organic rice in Sleman ( 22,5 % ) consume
organic rice from pandan wangi variety with JOL brands that have a characteristic of dull
white color, rice washing color level is quite clear, fragrant rice aroma, rough texture, low
broken rice percentage, slightly sweet taste, high fluffier level and more durable resistance. 3 )
factors that positively affect organic rice consumption are the number of family members, the
price of non-organic rice, corn prices and negatively by price of organic rice
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