Characteristics Of Consumer Organic Vegetables In  Ambon City

Fachrur Annurdiansyah; Martha Turukay; Tienni M. Simanjorang

doi:10.98765/apjbet.v3i04.169

Fachrur Annurdiansyah Agribusiness Study Program, Faculty of Agriculture, Pattimura University Ambon
Martha Turukay Agribusiness Study Program, Faculty of Agriculture, Pattimura University Ambon
Tienni M. Simanjorang Agribusiness Study Program, Faculty of Agriculture, Pattimura University Ambon

DOI: https://doi.org/10.98765/apjbet.v3i04.169

Keywords: Consumer Characteristics, Organic Vegetables

Abstract

The purpose of this study was determine the characteristics of organic vegetable consumers in Ambon City based on consumer preferences for organic vegetable products produced in Ambon City. The research method used is descriptive analytic with Likert scale analysis tools. The sampling method is purposive sampling technique. The number of respondents amounted to 100 people taken by means of the Roscoe Formula calculation. The results showed that the characteristics of organic vegetable consumers based on gender were dominated by women, aged 35 to 45 years, the duration of education was 16 years or equivalent to bachelor, had an income above 2,800,000 rupiah, had 5 family members, 78.2% had knowledge about organic vegetables in general, 88.5% realized to live a healthy lifestyle pattern, 82.75% have easy access and information related to organic vegetables, and 78% make the experience of eating organic vegetables a consideration in purchasing organic vegetables.