Exploring Indonesian consumers' preferences on purchasing local and imported fruits

A.S. Slamet, A. Nakayasu
For the Indonesian middle-class and urban consumer, spending on fresh fruits and vegetables (FFV) has increased in recent years due to the promotion of healthy lifestyles and nutritional benefits of FFV. This trend is also being accelerated by an improved supply chain and easier access to modern markets, making previously unavailable varieties of FFV available to consumers. Nowadays, a large proportion of fruits sold through supermarkets are imported, as they are usually higher in quality than local fruits. In traditional markets, imported fruits such as apples, oranges, grapes, pears and mangoes are also often available. Due to the high influence of imports on Indonesian's fruit market, it is important to know the factors that help explain consumers' preferences in purchasing local and imported fruits in Indonesia. A structured questionnaire was constructed to gather information from 887 households in Jabodetabek (Greater Jakarta). A descriptive analysis and a binary logit model were used to analyze the data. The findings indicate that local fruits are still being purchased by the majority of consumers. Married consumers who are concerned about price and try to support local farmers, and who assume that local fruits have better aroma and are safer than imported ones, are more likely to purchase local fruits. Meanwhile, imported fruits are preferred by consumers who shop in modern outlets and purchase fruits more frequently, and who are concerned about traceability information and fruit quality attributes such as freshness, color and appearance, and uniform size and shape. To retain their dominant market share, the quality of local fruits may need to be enhanced through improved harvesting and postharvest handling technology.
Slamet, A.S. and Nakayasu, A. (2017). Exploring Indonesian consumers' preferences on purchasing local and imported fruits. Acta Hortic. 1179, 1-8
DOI: 10.17660/ActaHortic.2017.1179.1
consumers' preference, local and imported fruits, binary logit model, Indonesia

Acta Horticulturae