Promoting organic pigmented rice: A study to develop sustainable agroindustry in Indonesia

Increased environmental awareness has made consumers switch to consuming organic food. One of the most popular preferences of organic foods is organic pigmented rice. Market information regarding consumers who are aware of the environment in pigmented rice oriented towards organic and sustainable products is still needed. For this reason, this study aims to determine consumer attitudes towards green products and how much influence consumer attitudes towards purchase intention of organic pigmented rice. The type of research used in this study is descriptive quantitative with survey methods. Research data were derived from Indonesian consumers and obtained valid responses from 309 participants. The analysis technique used is simple linear regression. The results showed that the variable attitude towards green products had a positive and significant effect on green purchase intentions. The attitude variable towards green products can explain the variance of green purchase intention of 44.3, while 55.7 are influenced by other variables not examined in this study. The study concludes that the promotion program by relevant stakeholders must focus on the environmental and health benefits of organic pigmented rice that is produced sustainably. © The Authors, published by EDP Sciences, 2021.