RT journal article
T1 Consumers’ willingness to pay for functional rice: A survey from Indonesia
A1 Annur, N.D.
A1 Nugrohoningtyas, B.S.H.
A1 Rodríguez Dodero, María del Carmen
A1 Setyaningsih, Widiastuti
A2 Química Analítica
K1 Functional rice
K1 Willingness to pay
K1 Melatonin
K1 Consumer studies
K1 Indonesia
AB Rice, especially the pigmented varieties, contains a higher level of melatonin (N-acetyl-5-methoxytryptamine), which is used in treatment for sleeping disorders and for improving mood. It has potent antioxidant properties, anti-obesity, and anti-inflammatory, thus potential as the basis for functional food development. The purpose of the study was to examine how the various rice attributes and demographic characteristics affect the willingness to pay of Indonesian consumers on functional rice. Multi-Factor Categorical Design (MFCD) and Balanced Incomplete Block Design (BIBD) have been used to study multiple non-quantitative factors, including different rice varieties and health benefits information on the label (x1, 3 levels: white rice, brown rice-label, and red rice-label), price (x2, 2 levels: low and high), and rice producers (x3, 3 levels: international brand, established national brand, and new national brand). Data collection was administered through an online questionnaire survey to 204 respondents, living in four major Indonesian islands: Java, Bali, Sumatra, and the Moluccas. The results showed that despite the health benefits of the melatonin contained in the whole brown and red rice, Indonesian consumers still preferred conventional white rice over the aforementioned rice varieties. Price was recognized as the main attribute affecting the selection of functional rice, whilst rice producers gave less impact on willingness to pay. The results indicated that cultural value, consumers’ knowledge of melatonin, consumers’ health status, and consumers’ income were the sources of heterogeneity in consumers’ willingness to pay for functional rice. © 2020 The Authors. Published by Rynnye Lyan Resources.
PB Rynnye Lyan Resources
SN 2550-2166
YR 2020
FD 2020-08
LK http://hdl.handle.net/10498/24311
UL http://hdl.handle.net/10498/24311
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 13-nov-2026