Willingness To Pay Konsumen Terhadap Produk Selada Organik di Kota Palangka Raya
DOI:
https://doi.org/10.35326/agribisnis.v10i1.8244Abstract
Peningkatan kesadaran masyarakat perkotaan terhadap konsumsi pangan sehat dan aman telah mendorong pertumbuhan permintaan produk hortikultura organik, termasuk selada organik. Penelitian ini bertujuan untuk mengestimasi besarnya Willingness to Pay (WTP) konsumen terhadap selada organik serta menganalisis faktor-faktor yang memengaruhi nilai tersebut di Kota Palangka Raya. Pendekatan kuantitatif digunakan dengan metode Contingent Valuation Method (CVM) melalui skema dichotomous choice yang dilanjutkan dengan pertanyaan terbuka untuk memperoleh nilai maksimum kesediaan membayar. Sampel penelitian berjumlah 60 responden yang dipilih secara accidental sampling. Estimasi nilai ekonomi dihitung menggunakan rata-rata WTP dan surplus konsumen, sedangkan analisis determinan dilakukan dengan model regresi Tobit untuk mengakomodasi karakteristik data yang bersifat tersensor. Hasil penelitian menunjukkan bahwa rata-rata WTP konsumen berada di atas harga selada konvensional yang berlaku di pasar, mengindikasikan adanya penerimaan harga premium terhadap atribut kesehatan, keamanan pangan, dan keberlanjutan lingkungan. Variabel pendapatan, tingkat pendidikan, persepsi kualitas, dan kesadaran kesehatan terbukti berpengaruh positif dan signifikan terhadap besarnya WTP (p < 0,05). Model estimasi memiliki kemampuan penjelasan yang memadai dalam menjelaskan variasi nilai kesediaan membayar responden. Kebaruan penelitian ini terletak pada pengukuran nilai ekonomi selada organik berbasis preferensi konsumen perkotaan di wilayah berkembang yang belum banyak dikaji dalam literatur agribisnis Indonesia. Temuan ini memberikan implikasi strategis bagi pelaku usaha dalam penetapan harga premium, segmentasi pasar, serta penguatan strategi pemasaran berbasis atribut kesehatan dan keberlanjutan.
Downloads
References
Aertsens, J., Verbeke, W., Mondelaers, K., & Van Huylenbroeck, G. (2009). Personal determinants of organic food consumption: a review. British Food Journal, 111(10), 1140–1167.
Akgungor, S., Miran, B., & Arriaz, C. (2007). Consumer willingness to pay for organic food in Urban Turkey. 105 th EAAE Seminar. Bologna, Italy, 20–37.
Aschemann‐Witzel, J., & Zielke, S. (2017). Can’t buy me green? A review of consumer perceptions of and behavior toward the price of organic food. Journal of Consumer Affairs, 51(1), 211–251.
Bateman, I., & Großbritannien, D. of T. (2002). Economic valuation with stated preference techniques: a manual (Vol. 50). Edward Elgar Cheltenham.
Carson, R. T. (2012). Contingent valuation: A practical alternative when prices aren’t available. Journal of Economic Perspectives, 26(4), 27–42.
Dumortier, J., Evans, K. S., Grebitus, C., & Martin, P. A. (2017). The influence of trust and attitudes on the purchase frequency of organic produce. Journal of International Food & Agribusiness Marketing, 29(1), 46–69.
Gracia, A., & De Magistris, T. (2008). The demand for organic foods in the South of Italy: A discrete choice model. Food Policy, 33(5), 386–396.
Greene, W. H. (2018). Econometric analysis, Uttar Pradesh. India: Pearson India Education Services Pvt. Ltd.
Hanemann, W. M. (1994). Valuing the environment through contingent valuation. Journal of Economic Perspectives, 8(4), 19–43.
Hasanah, S. N., & Yanuar, R. (2024). Willingness to pay generasi muda terhadap sayuran organik di wilayah Bogor dan Tasikmalaya. Journal of Indonesian Agribusiness, 12(1), 175–189.
Hu, T., Al Mamun, A., Reza, M. N. H., Wu, M., & Yang, Q. (2024). Examining consumers’ willingness to pay premium price for organic food. Humanities and Social Sciences Communications, 11(1), 1–15.
Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour: An International Research Review, 6(2‐3), 94–110.
Kushwah, S., Dhir, A., & Sagar, M. (2019). Understanding consumer resistance to the consumption of organic food. A study of ethical consumption, purchasing, and choice behaviour. Food Quality and Preference, 77, 1–14.
Li, S., & Kallas, Z. (2021). Meta-analysis of consumers’ willingness to pay for sustainable food products. Appetite, 163, 105239.
Lusk, J. L., & Briggeman, B. C. (2009). Food values. American Journal of Agricultural Economics, 91(1), 184–196.
Magnusson, M. K., Arvola, A., Koivisto Hursti, U., Åberg, L., & Sjödén, P. (2001). Attitudes towards organic foods among Swedish consumers. British Food Journal, 103(3), 209–227.
Michaelidou, N., & Hassan, L. M. (2008). The role of health consciousness, food safety concern and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163–170.
Mitchell, R. C., & Carson, R. T. (2013). Using surveys to value public goods: the contingent valuation method. Rff press.
Nafisah, N., Tinaprilla, N., & Suprehatin, S. (2024). Faktor-Faktor yang Memengaruhi Willingness To Pay Konsumen Beras Organik di Sumatera Barat. Journal of Indonesian Agribusiness, 12(2), 296–305.
Prakash, G., Choudhary, S., Kumar, A., Garza-Reyes, J. A., Khan, S. A. R., & Panda, T. K. (2019). Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation. Journal of Retailing and Consumer Services, 50, 163–169.
Ramdan, A. M., Siwiyanti, L., Nurmilah, R., & Komariah, K. (2024). Klasterisasi UMKM dan Produk Unggulan Kota Sukabumi. Penerbit Widina.
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157–165.
Shamsi, M. S., & Abad, A. (2024). Understanding consumers’ willingness to pay more and choice behavior for organic food products considering the influence of skepticism. Sustainability, 16(14), 6053.
Taufique, K. M. R., Vocino, A., & Polonsky, M. J. (2017). The influence of eco-label knowledge and trust on pro-environmental consumer behaviour in an emerging market. Journal of Strategic Marketing, 25(7), 511–529.
Thøgersen, J., De Barcellos, M. D., Perin, M. G., & Zhou, Y. (2015). Consumer buying motives and attitudes towards organic food in two emerging markets: China and Brazil. International Marketing Review, 32(3–4), 389–413.
Van Loo, E. J., Caputo, V., Nayga Jr, R. M., Meullenet, J.-F., & Ricke, S. C. (2011). Consumers’ willingness to pay for organic chicken breast: Evidence from choice experiment. Food Quality and Preference, 22(7), 603–613.
Vermeir, I., & Verbeke, W. (2006). Sustainable food consumption: Exploring the consumer “attitude–behavioral intention” gap. Journal of Agricultural and Environmental Ethics, 19(2), 169–194.
Wang, X., Pacho, F., Liu, J., & Kajungiro, R. (2019). Factors influencing organic food purchase intention in developing countries and the moderating role of knowledge. Sustainability, 11(1), 209.
Yiridoe, E. K., Bonti-Ankomah, S., & Martin, R. C. (2005). Comparison of consumer perceptions and preference toward organic versus conventionally produced foods: A review and update of the literature. Renewable Agriculture and Food Systems, 20(4), 193–205.
