Citrus development in rural Indonesia: Consumer trends and their impact on citrus farmer

Citrus is one of the key commodities driving rural development in various regions of Indonesia. The trend of national citrus consumption continues to rise. However, imported citrus is perceived as a major competitor to local varieties. Over the past two decades, consumers have increasingly preferred imported citrus from countries like China, the United States, and Australia. This study examines the factors influencing consumers' decisions to purchase imported citrus, with a focus on safety and price. Direct interviews and online surveys were conducted with 306 respondents from 64 locations across Indonesia. The questionnaire was distributed through consumer networks, farmer groups, and stakeholders within the citrus industry. The analysis was carried out using the ordered probit model with STATA software. The results indicate that as respondents age, safety and price factors become more significant in their purchasing decisions. Health considerations were also found to be the primary reason respondents opted for safer fruits. The increasing demand for citrus, which can be supplied by local farmers, has positively impacted the domestic citrus agribusiness sector. © Published under licence by IOP Publishing Ltd.