Skripsi

PERSEPSI KONSUMEN TENTANG GREEN LABELING BERAS ORGANIK DI KOTA PALEMBANG

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Organic rice was a food product produced without the use of synthetic chemicals like pesticides and inorganic fertilizers, which made it considered healthier and more environmentally friendly. As public awareness of health and environmental sustainability increased, organic rice consumption in Palembang City began to increase. One factor that influenced consumer interest in purchasing organic rice was the presence of green labeling, or an environmentally friendly label, which provided information on product safety, quality, and sustainability. Consumer perceptions of green labeling were important to study because they could influence purchasing interest in organic rice products. This study aimed to: (1) identify the socioeconomic characteristics of organic rice consumers in Palembang City, (2) analyze consumer perceptions of green labeling for organic rice, and (3) analyze the determinants of purchasing interest in organic rice products in Palembang City. The study was conducted in Palembang City in February 2026. Sampling was conducted using non-probability sampling with an accidental sampling technique on 50 respondents who had purchased and consumed organic rice. Data were analyzed using Microsoft Excel and SPSS through descriptive analysis, Likert scale analysis, and multiple linear regression. The results of the study indicated that the majority of organic rice consumers in Palembang City were female, in early adulthood, had a bachelor's degree, worked as private employees or housewives, had families of 3–4 people, and had a middle-income level. Consumer perception of green labeling on organic rice was considered favorable. Indicators of label understanding, label trust, environmental value, product quality, and ease of information indicated that consumers had a positive view of the eco-friendly label on organic rice products. The results of a multiple linear regression analysis indicated that consumer awareness and trust had a positive and significant effect on purchase intention for organic rice in Palembang City. Meanwhile, age, income, highest education, and gender had no significant effect on purchase intention. Simultaneously, all independent variables significantly influenced purchase intention for organic rice. The results of this study were expected to serve as a reference for producers and marketers in developing more effective marketing strategies for organic products by improving the quality of label information and educating consumers about the benefits of environmentally friendly products.

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Availability

Detail Information

Series Title

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Call Number

T2006532026

Publisher

Indralaya : Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sriwijaya., 2026

Collation

xviii, 124 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.872 07

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Green Marketing
Prodi Agribisnis, Jurusan Sosial Ekonomi Pertanian

Specific Detail Info

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Statement of Responsibility

MI

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