To read the full version of this content please select one of the options below:

Differences of customer purchase behavior toward organic rice in Indonesia and Taiwan

Massoud Moslehpour (Department of Business Administration, Asia University, Taichung, Taiwan)
Pham Van Kien (Department of Business Administration, Asia University, Taichung, Taiwan)
Ilham Danyfisla (Bank Rakyat Indonesia, Jakarta, Indonesia)

International Journal of Quality and Service Sciences

ISSN: 1756-669X

Article publication date: 17 November 2014

Abstract

Purpose

The purpose of this study is to investigate the similarities and differences in consumer purchasing behavior of Taiwanese and Indonesian organic rice consumers.

Design/methodology/approach

This study uses quantitative methods with the primary data collected from consumers in Indonesia and Taiwan through structured questionnaire to understand customer purchasing behavior toward organic rice in the two countries. A total of 415 useable questionnaires were computed and analyzed through factor analysis, reliability analysis, regression analysis, correlation and t-test.

Findings

The results of this research indicate significant differences between Indonesia and Taiwan in their consumer knowledge and consumer purchase behavior, but not for environmental concerns and consumer attitude.

Practical implications

The results of this study will assist producers of organic rice in developing countries to adapt to new organic food standards and marketing to ensure high food quality standards for both domestic and export markets.

Originality/value

This study provides insights into the preferences of consumers of organic rice both in Taiwan and Indonesia. Empirical results in this study provides comparisons between two countries attitudes toward organic rice and this study emphasizes the correlation between consumer purchasing behavior, consumer knowledge, environmental concerns and attitude for Indonesian respondents, Taiwanese respondent, and both combined.

Keywords

Citation

Moslehpour, M., Van Kien, P. and Danyfisla, I. (2014), "Differences of customer purchase behavior toward organic rice in Indonesia and Taiwan", International Journal of Quality and Service Sciences, Vol. 6 No. 4, pp. 348-368. https://doi.org/10.1108/IJQSS-04-2013-0024

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited