CONSUMPTION PATTERNS AND THE INFLUENCE OF PERSONALITY AND SELF-CONCEPT ON DECISIONS TO PURCHASE ORGANIC RICE WITH THE COVID-19 PANDEMIC AS MODERATING VARIABLES

eska stefani; Artita Devi  Maharani

doi:10.36423/hexagro.v7i2.583

Authors

eska stefani Universitas Sarjanawiyata Tamansiswa
Artita Devi Maharani 1Agribusiness Study Program, Agricultural Faculty. Universitas Sarjana Wiyata Tamansiswa Yogyakarta

DOI:

https://doi.org/10.36423/hexagro.v7i2.583

Abstract

A healthy lifestyle is becoming a trend amid the Covid-19 pandemic. Organic food has been proven to have various ingredients that are good for health. This study wanted to determine the consumption pattern of organic rice at the consumer level before and during the Covid-19 pandemic. And want to know the effect of personality and self-concept on purchasing decisions for organic rice with the Covid-19 pandemic as a moderating variable. The method used in this research is descriptive analysis through analysis of tables and qualitative data as well as Structural Equation Modeling (SEM). The pattern of organic rice consumption in this study shows the greatest results on occasional consumption patterns, then routine consumption patterns and finally mixed consumption patterns, both before and after the Covid-19 Pandemic. Personality variables and self-concept significantly influence purchasing decisions for organic rice. The Covid-19 pandemic variable has no direct effect on organic rice purchasing decisions and is unable to strengthen or weaken the influence of personality and self-concept on organic rice purchasing decisions. Further research is needed to provide a more complex picture regarding organic rice purchasing decisions during the Covid-19 pandemic. Keywords: consumption pattern, purchasing decisions, organic rice, covid-19 pandemic

Author Biography

eska stefani, Universitas Sarjanawiyata Tamansiswa

Prodi Agribisnis

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