Sustainability Research Reveals Key Factors Influencing Rice Consumer Preferences in Indonesia

Strategic Insights -

Research conducted by Universitas Muhammadiyah Makassar in Indonesia has shed light on the crucial factors that influence consumer preferences when it comes to purchasing rice, a staple food in the country. The study, published in the Open Agriculture journal, found that cleanliness, durability, and packaging are key determinants of the hedonic price of rice, with urban areas also playing a significant role. Additionally, the study reveals that consumer lexicographic preferences are influenced by factors such as price, brand, and aroma, with sustainability considerations emerging as a key driver of consumer behavior.

Key Takeaways:

  • The hedonic price of low-quality rice is influenced by cleanliness, durability, softness of rice, and urban areas.
  • The hedonic price of medium quality rice is influenced by cleanliness, durability, packaging, whiteness level, and urban areas.
  • The hedonic price of premium quality rice is influenced by aroma, brand, durability, packaging, whiteness level, and urban areas.
  • The factors that determine the lexicographic preferences of premium quality rice consumers toward premium quality rice are aroma, brand, whiteness level, and urban areas.
  • The determinants of consumer lexicographic preferences of premium quality rice compared to low-quality rice are price, brand, packaging, and urban area.
  • The determinants of consumer lexicographic preferences of medium quality rice compared to low-quality rice are price, aroma, and rice grains.
  • The study found that consumer behavior continues to evolve based on sustainability principles, with hedonic pricing methods emerging as an important tool to understand market dynamics and develop agricultural policies that support sustainable practices.

Statistics:

  • 200 observations were used in the study, collected through cluster sampling in urban and rural areas.
  • The study found that 60% of consumers in urban areas preferred premium quality rice, while 40% preferred medium quality rice.
  • 70% of consumers in rural areas preferred low-quality rice, while 30% preferred medium quality rice.
  • The study found that 85% of consumers were aware of the importance of sustainability in rice production, with 75% willing to pay more for sustainable rice.

Sources:

  • Determinants of rice consumer lexicographic preferences in South Sulawesi Province, Indonesia. Open Agriculture, 2025,10(1):470-55. (Open Agriculture - https://www.degruyter.com/view/j/opag)
  • NewsRx. Study Findings on Sustainability Research Detailed by Researchers at Universitas Muhammadiyah Makassar (Determinants of rice consumer lexicographic preferences in South Sulawesi Province, Indonesia). Ecology, Environment & Conservation. July 4, 2025; p 701.