Improving Pigmented Rice Farmers' Marketing Activity for Sustainable Agroindustry: Consumers' Voice to be Considered

The demand for pigmented rice is highly increasing due to the consumer changing on a healthy lifestyle. The price of pigmented rice is higher than white rice, so it may be an opportunity to improve farmers' welfare. However, as producers, the farmers said they understand the consumer's needs and wants. They lack access to consumers' information. This article attempted to reveal the consumers' perspective of pigmented rice in Indonesia through their preferences and perceived quality. Those are variables indicating consumer voices. Two hundred sixty-one respondents are joining the survey from some big cities in Indonesia. The survey was exploring consumer voices about pigmented rice. The result shows that 83 of consumers said that pigmented rice is a superior product with a high price and high value. But the quality remains inconsistent, difficult to serve and combine with other dishes. The most attractive social media for them is Instagram Feeds. They often see the advertisement on social media and have more likely attracted by a campaign that been share on social media. Those help producers to market the rice better and broader, improving sustainable agroindustry on pigmented rice. © The Authors, published by EDP Sciences, 2021.