CONSUMERS INTENTION AND PERCEPTION OF BUYING ORGANIC FOOD PRODUCTS IN JAKARTA, INDONESIA

In spring of 2013, a survey was conducted to examine the intention and perception of consumers towards buying organic food products in Jakarta, Indonesia, and to identify the influence of gender, age and monthly income to consumers' intention and perception towards these products. Organic food products are a niche product in Indonesia, mostly offered in Jakarta. The survey data were gathered from 223 consumers in five different districts of Jakarta using a standardized questionnaire. Rice and vegetables were the most chosen organic products. The results show no significant correlations between gender, age and monthly income towards the consumers' intention to purchase organic food products. The agreement to several statements towards organic food products indicated relatively high knowledge and perception but benefits of organic products were less recognised. Better knowledge and information about organic food products in Indonesia are necessary.