CONSUMER ATTITUDE IN PURCHASING ORGANIC VEGETABLES IN SLEMAN REGENCY

Abstract

Organic vegetables, increasingly popular in Sleman Regency, are chosen based on various attributes. This research investigates consumer attitudes toward these attributes and the characteristics of organic vegetable consumers in the area. Data were gathered from 50 respondents through interviews at organic farms, supermarkets, and organic product stores. The analysis used Fishbein multi-attribute analysis to assess consumer attitudes and cross-tabulation to identify consumer characteristics. Results indicated positive attitudes toward physical appearance and freshness, while attitudes toward price, variety, packaging, and organic labeling were neutral. The typical organic vegetable consumer in Sleman Regency is a married woman, aged 35-44, holding a bachelor's degree, employed as a housewife, with an average monthly family income exceeding Rp10,000,000.00.