Economic Behavior Changes On Organic Food Consumption In Pandalungan Community

Yudhistira  Harisandi; Mohammad   Saleh; Herman  Cahyo Diartho; Sigit  Soeparjono

doi:10.46729/ijstm.v3i3.500

Yudhistira Harisandi Faculty of Economics University Abdurrachman Saleh, Situbondo Indonesia
Mohammad Saleh Faculty of Economics and Business, University of Jember, Jember Indonesia
Herman Cahyo Diartho Faculty of Economics and Business, University of Jember, Jember Indonesia
Sigit Soeparjono Faculty of Agriculture, University of Jember, Jember Indonesia.

DOI: https://doi.org/10.46729/ijstm.v3i3.500

Keywords: Product attribute, discomfort, product switching attitude, motivation to elaborate on information and motivation to shift consumption.

Abstract

The districts of Situbondo, Bondowoso and Jember are the centers of residence for the Pandalungan community. Pandalungan community is a society with mixed cultures, namely Java and Madura. Most of them live in urban areas. Like other community entities, some of these communities have not consumed organic food plants, given the scarcity of information about organic plants. The objectives of this study were: (1) to determine the effect of plant organic food product attributes as healthier food plants, and the discomfort caused by organic food plants on the motivation to shift consumption through the attitude of shifting non-organic food plant products to organic food plants. ; (2) to determine the effect of moderating motivation to elaborate information on the effect of product attributes and discomfort on product switching attitudes. The analytical method used is Structural Equation Modeling (SEM) with AMOS applications, the research sample of 250 respondents selected from the three research areas, with proportional random sampling method. The results of the study show that product attributes have a positive and significant effect on product switching attitudes, as well as their influence on the motivation to shift consumption to organic food crops. Meanwhile, discomfort has a significant negative effect both on product switching attitudes and on motivation for shifting consumption. Product switching attitude has a positive and significant effect on the motivation to shift in consumption. The moderating effect of motivation on elaborating information strengthens the effect of product attributes on product switching attitudes, but the moderating effect of motivation on elaborating on information through discomfort is proven insignificant. The interactive structural equation function mathematically can be written as follows: (1) SK = 1,420 AT– 0.773 KN + 0.278 ATml - 0.198 KNml + e3; and (2) NI = 1.366 AT - 1.466 KN + 0.768 SK + 0.425 ATml - 0.787 KNml + 0.570 SKml + e4. shows that product attribute improvements can be widely and continuously informed to the public so that people will know and be able to make comparisons with competitors' products. This will motivate more wisely towards product switching. This finding related to the limited alternative product choices; product constraints are difficult to find, high prices (Zanoli & Naspetti; 2002, and Chinnici, and friends; 2002). Low availability in the market (Kalafatis, and friends;, 2009: Magnusson, and friends; 2012, Vindigni, and friends; 2002, Tarlanen & Sundqvist; 2005, Chen; 2009); and the minimum number of alternative options (Chinnici, and friends; 2002) as well as the cost of switching (Anton, and friends; 2007).

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