Indonesian consumers’ awareness towards organic coffee

Abstract

Abstract Organic farming is growing. Consumers’ knowledge of environmental friendly products and consumer awareness of health have caused the market for agricultural products to start growing in Indonesia. Initially, agricultural products were in food crops and horticulture. However, the market growth has resulted in several agricultural products in the plantation sector, such as coffee, which have started the organic coffee certification process. This study aimed to analyse the factors influencing the awareness level of Indonesian consumers towards organic coffee. Respondents in this study assessed 766 samples. Respondents were s elected using accidental sampling technique. Furthermore, the respondent’s data were processed using structural equation model. The results showed that health factors, environmental factors and supporting factors for local farmers had a significant effect on the awareness of Indonesian consumers towards organic coffee. Although some of these factors influenced the awareness of consumers towards organic coffee, the awareness level of coffee consumers towards organic coffee was still relatively low, only 17.89% of respondents were able to show the right organic certification logo.