Research Journal of Recent Sciences ________________________________________________ ISSN 2277 - 2502
Vol. 1(ISC-2011), 212-218 (2012)
Res.J.Recent.Sci.

Consumer Preferences on Organic and Anorganic Vegetable
in Bandung, West Java, Indonesia
Yosini Deliana
Faculty of Agriculture Universitas Padjadjaran, Bandung, INDONESIA

Available online at: www.isca.in
(Received 4th October 2011, revised 1st January 2012, accepted 25th January 2012 )

Abstract
Recently consumer back to nature in consuming food. The increasing demand of organic vegetable in supermarket is one
indicator that consumers realized for healthy food. This fenomena occur in many region in Indonesia, especially in big city
such as Jakarta, Bandung, Surabaya, Palembang, Medan dan Ujung pandang. Organic vegetable are very potential to
cultivated, but only few farmer produced organic vegetable, because of the lack information of comsumer preferences.
Hopefully, when the farmer get the right information for the consumer needs, the farmer produce the hight profitable
vegetable. The purpose of this study to know the description of the characteristics of respondents, who consume organic and
anorganic vegetable, how consumer preferences of organic and anorganic vegetable, which are the most dominant attribute of
these vegetable. The research was conducted in Bandung West Java Indonesia because supermarket in Bandung growth
increased more than other cities in West Java and other provinces in Indonesia ,excluding Jakarta (World Bank,
2007). Determination of the respondents conducted in this study is to use simple random sampling to 100 people. Data was
analysis by Fishbein Model. This research contributes to the goverment policy, consumers of organic product, producers, and
investors.
Keywords: Consumer behavior, Fishbein analysis, Organic and anorganic vegetable.

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