Willingness to Pay Generasi Muda terhadap Sayuran Organik dan Faktor-Faktor yang Memengaruhinya di Bogor dan Tasikmalaya

Abstract

Generasi muda menjadi generasi yang memiliki awareness terhadap lingkungan dan kesehatan. Generasi ini cenderung memilih makanan yang bersih, organik, dan alami. Sayuran organik merupakan produk dengan tingkat konsumsi tertinggi diantara produk pertanian organik lainnya. Sayuran organik umumnya memiliki harga lebih mahal, namun dapat memberikan manfaat lebih bagi kesehatan dibandingkan non organik. Tujuan penelitian yaitu (1) mengidentifikasi persepsi generasi muda terhadap sayuran organik dibandingkan sayuran non organik, (2) mengestimasi nilai willingness to pay (WTP) sayuran organik, dan (3) menganalisis faktor-faktor yang memengaruhi WTP. Pengumpulan data dilakukan melalui penyebaran kuesioner online pada akhir Februari hingga awal Mei 2023. Jumlah responden sebanyak 200 responden yang tersebar di wilayah Bogor dan Tasikmalaya. Analisis data pada penelitian meliputi analisis faktor, contingent valuation method (CVM), dan regresi logistik biner. Hasil penelitian menunjukkan (1) persepsi generasi muda terhadap sayuran organik meliputi persepsi kualitas sayuran organik, persepsi manfaat sayuran organik bagi lingkungan, persepsi kepercayaan terhadap sayuran organik, dan persepsi manfaat sayuran organik bagi kesehatan. (2) Sebagian besar responden bersedia membayar sayuran organik dengan harga lebih tinggi dan nilai WTP Bogor lebih rendah dibandingkan nilai WTP Tasikmalaya. (3) Faktor yang berpengaruh signifikan terhadap WTP generasi muda yaitu persepsi kepercayaan terhadap sayuran organik dan persepsi manfaat sayuran organik bagi kesehatan.

The younger generation is the generation that has awareness of the environment and health. This generation tends to choose clean, organic, and natural foods. Organic vegetables are products with the highest consumption level among other organic agricultural products. Organic vegetables generally have a higher price, but can provide more health benefits than non-organic. The research objectives are (1) to identify young generation’s perceptions of organic vegetables compared to non organic vegetables, (2) to estimate willingness to pay (WTP) value of organic vegetables, and (3) to analyze the factors that influence WTP. Data collection was carried out by distributing online questionnaires from late February to early May 2023. The number of respondents was 200 respondents spread across the Bogor and Tasikmalaya areas. Data analysis in this research includes factor analysis, contingent valuation method (CVM), and binary logistic regression. The results showed (1) young generations’ perceptions of organic vegetables included perceived quality of organic vegetable products, perceived benefits of organic vegetables for the environment, perceived trust in organic vegetables, and perceived benefits of organic vegetables for health. (2) Most of the respondents are willing to pay for organic vegetables at a higher price and Bogor's WTP value is lower than Tasikmalaya's WTP value. (3) Factors that have a significant effect on the younger generation’s WTP are the perception of trust in organic vegetables and the perception of the benefits of organic vegetables for health.