Pigmented Rice Niche Market Expansion: Green Consumer Attitudes and Purchase Intention to be Considered

Abstract

The current global trend leads to a healthy lifestyle related to environmentally friendly and green product consumption.Pigmented rice is one of the most popular healthy food choices for consumption by Indonesian consumers.Information regarding green consumer behavior in the pigmented rice market must be discovered.This study aims to develop alternative marketing activities to expand the niche market of pigmented rice based on green consumer attitudes and factors that influence purchase intention.The sampling method was nonprobability sampling with purposive sampling and snowball sampling techniques.The research data were obtained through an online survey from 309 respondents in several major cities in Indonesia, namely Jakarta, Yogyakarta, Semarang, and Bali.The results showed several factors influencing purchase intention: consumer preference, attitude towards the green product, subjective norm, controlled perceived behavior, environmental knowledge, environmental awareness, and green purchase intention.The recommendations for marketing activities that can be carried out to expand the rice market niche namely conducting promotions by highlighting environmentally-friendly aspects, namely organic labelling, environmentally friendly labels (ecolabel), use of environmentally friendly packaging, adding chemical pesticide-free information, information on nutritional content and health benefits on pigmented rice packaging, making social media and selling using the marketplace.

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