Hypothetical Preferences of Indonesian Coffee Consumers from Sustainable and Price Perspective Using Discrete Choice Experiment Method

FINESSA MEUTIA KAMILA, Dr. Dwi Larasatie Nur Fibri, S.T.P., M.Sc.; Michael Bom Frøst, Ph.D.

2024 | Skripsi | TEKNOLOGI PANGAN & HASIL PERTANIAN

Dalam beberapa dekade terakhir, dampak lingkungan yang merugikan akibat aktivitas manusia semakin parah dan berpotensi menyebabkan perubahan iklim yang bersifat permanen. Penerapan gaya hidup berkelanjutan (sustainable) sangat penting untuk mengatasi permasalahan ini. Di kalangan konsumen, kesadaran akan konsep keberlanjutan telah meningkat secara signifikan, mempengaruhi keputusan pembelian mereka terhadap produk yang lebih ramah lingkungan. Penelitian ini bertujuan untuk menyelidiki persepsi konsumen kopi Indonesia terhadap produk kopi dengan label keberlanjutan, khususnya label organic dan fair trade, serta mengkaji bagaimana atribut harga mempengaruhi keputusan pembelian konsumen kopi Indonesia. Data dari 1.161 panelis dianalisis menggunakan kuisioner online dengan metode discrete choice experiment. Konsumen dikategorikan ke dalam kelompok menggunakan pendekatan klastering K-means dan Principal Component Analysis (PCA). Signifikansi atribut kopi dan preferensi konsumen dinilai melalui choice modeling dengan perangkat lunak statistik JMP Pro v17. Hasil studi menunjukkan bahwa konsumen kopi Indonesia memiliki sikap positif terhadap produk kopi berkelanjutan dan memprioritaskan label sertifikasi keberlanjutan dalam pengambilan keputusan pembelian mereka. Tiga klaster konsumen diidentifikasi: konsumen berkelanjutan, konsumen hedonisme berorientasi nilai, dan konsumen yang sadar gizi, dengan penelitian ini berfokus pada dua klaster pertama. Meskipun atribut harga umumnya memiliki pengaruh minimal terhadap keputusan pembelian kopi berkelanjutan, signifikansinya bervariasi di antara klaster yang berbeda. Konsumen berkelanjutan memprioritaskan label keberlanjutan dibandingkan harga, sedangkan konsumen hedonisme berorientasi nilai lebih mengutamakan harga daripada label keberlanjutan, menunjukkan korelasi negatif antara harga dan keputusan pembelian untuk klaster konsumen hedonism berorientasi nilai.

In recent decades, the adverse environmental impacts of human activities have become increasingly severe, potentially leading to irreversible climate change. Adopting a sustainable lifestyle is essential to mitigate this issue. Among consumers, sustainability awareness has significantly increased, influencing their purchasing decisions toward more environmentally friendly products. This study aims to investigate the perceptions of Indonesian coffee consumers regarding sustainability-labeled coffee products, specifically organic and fair trade labels, and examines how price attribute influence their purchasing decisions. Data from 1,161 panelists were analyzed from an online questionnaire with discrete choice experiment method. Consumers were grouped into clusters using K-means clustering and Principal Component Analysis (PCA) approaches. The significance of coffee attributes and consumers coffee preferences was assessed through choice modeling with statistical software JMP Pro v.17. The findings reveal that Indonesian coffee consumers exhibit positive attitudes towards sustainable coffee products and prioritize sustainability certification labels when making purchasing decisions. Three consumer clusters were identified: sustainable consumers, value-oriented hedonism consumers, and nutritionally conscious consumers, with this study primarily focusing on the first two. While the price attribute generally had minimal influence on sustainable coffee purchasing decisions, its significance varied across different clusters. Sustainable consumers prioritize sustainability labels over price, whereas value-oriented hedonism consumers value price more than sustainability labels, suggesting a negative correlation between price and purchasing decisions for the latter cluster.

Kata Kunci : sustainable coffee consumption, Indonesia coffee consumers, consumer behavior, consumer segmentation, price perception