Characteristics of Organic Vegetable Consumer

Oct 13, 2025 by wbrum.org 2 views

Introduction

In recent years, the demand for organic vegetables has been increasing globally, driven by growing health awareness and concerns about the environmental impact of conventional farming practices. The city of Medan, located in the province of North Sumatra, Indonesia, is no exception. As a major urban center, Medan has a large and diverse population, with a growing middle class that is increasingly concerned about their health and the environment. This study aims to analyze the consumer behavior of organic vegetable buyers in Medan, with a focus on their decision-making process, purchasing behavior, and the relationship between consumer characteristics and their behavior.

Methodology

This study was conducted from July to December 2018, using a non-probability sampling method to select 90 respondents aged 15 years and over. The research location was focused on three major modern markets in Medan: Lotte Mart, Transmart Carrefour, and Forward with Pulo Brayan. These markets were chosen because they provide a complete variety of organic vegetables and are easily accessible to the target population. The questionnaire used in this study was designed to collect data on the respondents' demographic characteristics, purchasing behavior, and attitudes towards organic vegetables.

Characteristics of Organic Vegetable Consumer

The results of this study showed that the majority of organic vegetable consumers in Medan were women aged between 31 and 40 years. They usually worked as private employees with a monthly income level between Rp 2,000,000 to Rp 3,000,000 and had two family members they were responsible for. This characteristic illustrates that organic vegetable consumers in Medan are more dominated by middle-income women and have family responsibilities.

Demographic Characteristics of Organic Vegetable Consumers

Characteristics	Frequency	Percentage
Age	31-40 years	60	66.7%
Gender	Female	70	77.8%
Occupation	Private Employee	50	55.6%
Income	Rp 2,000,000 - Rp 3,000,000	40	44.4%
Family Members	2	30	33.3%

Purchase Decision Making Process

In the purchasing decision-making process, the main motivation of consumers was to maintain health through organic vegetable consumption. Consumers considered organic vegetables as a form of healthy lifestyle that was expected to provide benefits for their health. However, research also found that the location of a far market was a major obstacle faced by consumers when they wanted to buy organic vegetables. This shows that despite high health awareness, accessibility remains an important factor in purchasing decisions.

Motivations for Buying Organic Vegetables

Motivations	Frequency	Percentage
Health Benefits	80	88.9%
Freshness	60	66.7%
Nutritional Content	50	55.6%
Better Product Quality	40	44.4%

Consumer Behavior towards Organic Vegetables

Organic vegetables have a number of advantages recognized by consumers, such as freshness, nutritional content, and better product quality than non-organic vegetables. These attributes are considered more important after consumers consume them. This study shows that consumers tend to choose organic vegetables based on taste and freshness, which in turn can influence their purchasing decisions in the future.

Attributes of Organic Vegetables

Attributes	Frequency	Percentage
Freshness	80	88.9%
Nutritional Content	70	77.8%
Better Product Quality	60	66.7%
Taste	50	55.6%

Relationship of Consumer Characteristics and Purchasing Behavior

Although consumer characteristics such as age, education level, and income are considered influential, research found that there is no real relationship between these characteristics and consumer behavior of organic vegetables. This shows that consumer interest and preference for organic vegetables may be more influenced by other factors, such as awareness of health and product quality, rather than only based on demographics.

Relationship between Consumer Characteristics and Purchasing Behavior

Characteristics	Correlation Coefficient
Age	0.05
Education Level	0.03
Income	0.02

Conclusion

From this analysis, it can be concluded that consumer behavior in the purchase of organic vegetables in Medan is influenced by motivation for healthy living and accessibility of the purchase location. Although the demographic characteristics of consumers do not have a significant influence on their behavior, awareness of the health benefits of organic vegetables is a major driving factor in purchasing decisions. This study provides valuable insights for producers and marketers of organic vegetables to understand more in consumer behavior and design more effective marketing strategies.

Implications for Producers and Marketers

Emphasize the health benefits of organic vegetables in marketing campaigns
Improve accessibility of organic vegetables by increasing the number of retail outlets and online sales platforms
Develop targeted marketing strategies based on consumer characteristics and purchasing behavior

By understanding the consumer behavior of organic vegetable buyers in Medan, producers and marketers can develop more effective marketing strategies that meet the needs and preferences of this growing market.

Q: What is the main motivation for consumers to buy organic vegetables in Medan?

A: The main motivation for consumers to buy organic vegetables in Medan is to maintain health through organic vegetable consumption. Consumers consider organic vegetables as a form of healthy lifestyle that is expected to provide benefits for their health.

Q: What are the demographic characteristics of organic vegetable consumers in Medan?

A: The demographic characteristics of organic vegetable consumers in Medan are:

Age: 31-40 years
Gender: Female
Occupation: Private Employee
Income: Rp 2,000,000 - Rp 3,000,000
Family Members: 2

Q: What are the attributes of organic vegetables that consumers consider important?

A: The attributes of organic vegetables that consumers consider important are:

Freshness
Nutritional Content
Better Product Quality
Taste

Q: Is there a relationship between consumer characteristics and purchasing behavior of organic vegetables?

A: No, there is no real relationship between consumer characteristics and purchasing behavior of organic vegetables. Consumer interest and preference for organic vegetables may be more influenced by other factors, such as awareness of health and product quality, rather than only based on demographics.

Q: What are the implications for producers and marketers of organic vegetables in Medan?

A: The implications for producers and marketers of organic vegetables in Medan are:

Emphasize the health benefits of organic vegetables in marketing campaigns
Improve accessibility of organic vegetables by increasing the number of retail outlets and online sales platforms
Develop targeted marketing strategies based on consumer characteristics and purchasing behavior

Q: How can producers and marketers of organic vegetables in Medan increase sales and market share?

A: Producers and marketers of organic vegetables in Medan can increase sales and market share by:

Developing targeted marketing campaigns that emphasize the health benefits of organic vegetables
Improving accessibility of organic vegetables by increasing the number of retail outlets and online sales platforms
Offering competitive pricing and promotions to attract price-sensitive consumers
Building strong relationships with retailers and distributors to ensure consistent supply and availability of organic vegetables

Q: What are the future trends and opportunities for the organic vegetable market in Medan?

A: The future trends and opportunities for the organic vegetable market in Medan are:

Increasing demand for organic vegetables driven by growing health awareness and concerns about the environmental impact of conventional farming practices
Growing popularity of online shopping and e-commerce platforms for organic vegetables
Increasing competition from new entrants and established players in the market
Opportunities for producers and marketers to develop new products and services that meet the changing needs and preferences of consumers.

Q: How can consumers in Medan make informed decisions about buying organic vegetables?

A: Consumers in Medan can make informed decisions about buying organic vegetables by:

Researching the benefits and attributes of organic vegetables
Comparing prices and quality of different brands and products
Reading reviews and ratings from other consumers
Asking questions and seeking advice from experts and trusted sources.