Indonesian consumers' perceptions of daun kelor (Moringa oleifera)

H. Irawan, R.C. Patricio
This study was conducted in five leading urban and rural areas of Indonesia (Jakarta, Semarang, Surabaya, Medan, and Makassar) from March 9 to April 3, 2015 through face-to-face interviews with 600 respondents using the multi-stage random sampling technique. Results showed that 99.8% of the respondents were aware of daun kelor but only 20% knew that the same plant is known worldwide as moringa. Asked what comes into mind whenever daun kelor is mentioned, 32% of the respondents said that it cures/treats disease; cures/treats itchiness - 25.1%; has medicinal properties - 14.8%; increases mother-s milk flow - 11.5%; difficult to find - 8.2%; reduces fever - 5.5%; removes magical implants - 4.4%; has small leaves - 3.8%; has anti-satanic ability - 2.7%; and can be consumed as vegetable - 2.7%. In terms of perceived benefits as herbal medicine, the majority of the respondents (85.3%) claimed that daun kelor is superior because the extract comes from natural ingredients; is safe to consume - 76.2%; has no side effects - 59.3%; and has similar effectiveness with non-herbal medicine - 56.2%. About 46% of the respondents expressed that they trust daun kelor extract, while another 37% reported interest in future consumption of the extract as herbal medicine. These findings indicate the need to maximize the herbal potential of daun kelor and, most importantly, the high imperative of popularizing the consumption of daun kelor as vegetable to reduce the high prevalence (37.2%) of stunted children in Indonesia.
Irawan, H. and Patricio, R.C. (2017). Indonesian consumers' perceptions of daun kelor (Moringa oleifera). Acta Hortic. 1158, 391-396
DOI: 10.17660/ActaHortic.2017.1158.44
moringa, daun kelor, herbal medicine, extract, perceptions, awareness benefits, magical implant

Acta Horticulturae