Research Journal of Recent Sciences ________________________________________________ ISSN 2277 - 2502
Vol. 1(ISC-2011), 212-218 (2012)
Res.J.Recent.Sci.

Consumer Preferences on Organic and Anorganic Vegetable
in Bandung, West Java, Indonesia
Yosini Deliana
Faculty of Agriculture Universitas Padjadjaran, Bandung, INDONESIA

Available online at: www.isca.in
(Received 4th October 2011, revised 1st January 2012, accepted 25th January 2012 )

Abstract
Recently consumer back to nature in consuming food. The increasing demand of organic vegetable in supermarket is one
indicator that consumers realized for healthy food. This fenomena occur in many region in Indonesia, especially in big city
such as Jakarta, Bandung, Surabaya, Palembang, Medan dan Ujung pandang. Organic vegetable are very potential to
cultivated, but only few farmer produced organic vegetable, because of the lack information of comsumer preferences.
Hopefully, when the farmer get the right information for the consumer needs, the farmer produce the hight profitable
vegetable. The purpose of this study to know the description of the characteristics of respondents, who consume organic and
anorganic vegetable, how consumer preferences of organic and anorganic vegetable, which are the most dominant attribute of
these vegetable. The research was conducted in Bandung West Java Indonesia because supermarket in Bandung growth
increased more than other cities in West Java and other provinces in Indonesia ,excluding Jakarta (World Bank,
2007). Determination of the respondents conducted in this study is to use simple random sampling to 100 people. Data was
analysis by Fishbein Model. This research contributes to the goverment policy, consumers of organic product, producers, and
investors.
Keywords: Consumer behavior, Fishbein analysis, Organic and anorganic vegetable.

Introduction
Vegetable production in Indonesia increased each year,
annual production increased 4.25 %1. The total vegetable
production is 11.042.845 ton which the largest production in
tomato (13.56%), chile (10.82%), union (8.50%), cabbage
(6.73%), potato (3.95%) and others such as carrots and
spinach (56.44%). The largest production carrot, spinach and
tomato in Indonesia is West Java, in the last five year, carrot
production increased 2.5 % each year, while spinach and
tomato stabil. In 2009, Total carrot production in West Java
is 128 253 tons (35.83 % from total carrot production in
Indonesia), spinach production 54 253 tons (36.10 % from
total carrot production in Indonesia) and tomato 309 653 tons
(36.21 % from total carrot production in Indonesia)
Organic farming is actually not something new and
unfamiliar to Indonesian farmers, especially those that
cultivated their land before the 1970. Organic farming has
been implemented so that the system is considered to be
almost identical to the pattern of traditional agriculture which
environmentally friendly farming and produce healthy food.
Although organic farming is very potential to be cultivated,
but only a few farmer who are interested to produce organic
vegetable. In 2009, organic farming was 66. 723 hectare
and its manage by 6 050 farmers spread across Indonesia, so
it only supply 31.2 % to whole organic market in Indonesia2.
From consumer side, consumer knowledge and awareness

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about organic food has been developed and need live healthy
by consuming organic food, free pesticide, synthetic fertilizer
and other synthetic chemicals. Hopefully, when the farmer
get the right information for the consumer needs, the farmer
produce the hight profitable vegetable. The purpose of this
study to know the description of the characteristics of
respondents, who consume organic and anorganic vegetable,
how consumer preferences of organic and anorganic
vegetable, which are the most dominant attribute of these
vegetable.

Material and Methods
Consumer preference is defined as a choice like it or not by
one's
products
or
(goods
and
services)
are
consumed. Consumer preferences show preferences of
consumers from a wide selection of existing products3. The
product is a set of attributes that are real (tangible)and
intangible (intangible)4, mean while the product attributes
include physical attributes and non physical atribute
Physical attributes describe the characteristics of the product
such as size, type, brand, color, packaging, price, taste, and
others5. The non physical attributes describe the subjective
characteristics of a product based on consumer perception6.
Based on the pra survey in Mei 2011, consumer belief that
some attribute product push consumer to buy or preferences
to buy. Some attractive atrribute procuct from organic and
anorganic vegetable are taste, aroma, colour, texture,

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Research Journal of Recent Sciences ____________________________________________________________ ISSN 2277 - 2502
Vol. 1(ISC-2011), 212-218 (2012)
Res.J.Recent.Sci
freshness, water content, usefulness, price,
packaging.

brand and

The research was conducted in Bandung West Java Indonesia
on the grounds that supermaketnya growth increased more
than other cities in West Java and other provinces in
Indonesia (excluding Jakarta). Determination of the
respondents conducted in this study is to use sampling
judgment. Judgement sampling as many as 100 people. Data
was analysis by Fishbein Model :

where : Ao = behavior toward the object, bi =
level
of
convidence that the attribute of the object has attributes i
ei = evaluation to attribute I, n = number of attributes
that the object owned, i
= taste, aroma, colour, texture,
freshness, water content, usefulness, price, brand and
packaging. After organic and anorganic vegetable attributes
are identified, then measurements were taken of ei and
bi. Components ei and bi are measured using a Likert scale
with a score of -2 to 2. Subsequently sought an average value
of each attribute. The greater the average value obtained ei
attribute indicates that the attribute is more important for
respondents, as well as for bi greater average value obtained
attribute indicates that attributes the better according to the
respondents.

Results and Discussion
Providing environmentally friendly not only free from
pesticide, synthetic fertilizer, synthetic chemical but also
from our ecosystem. Reseacher found that increasing
phytoplankton and phytobentozic production caused to
increase fish biomass, The high diversity of phytoplankton
has due to stable ecological condition6.
Product organic are products which produced with organic
production standard and certified by goverment legistimate
institution, while organic farming is an agriculture activities
promote avoid pesticide, synthetic fertilizer, synthetic
chemical and environmentally friendly7. This guideline are :
Protecting consumers from deception and fraud that occured
in the market due to the recognition of product that do not
correspon to reality, Protect the agricultural producers of
organic agricultural products in the market from the presence
of producers who cheat claim of organic agriculture products
Ensure that all stages of production, preperation, storage,
transportation and selling that can be inspected with the
standard operation procedure of organic productsIn order to
harmonize all the materials in production, certification,
identification and labeling that have been produced
organically.

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Consumer Characteristic of Organic and Anorganic
Vegetable: Respondent are someone who shopping in the
supermarket at least twice a week consume organic
vegetable. From 100 respondent 37 respondent often to
consume carrot (15 respondent organic and 22 respondent
anoganic), 30 often to consume spinach (13 respondent
organic and 17 respondent anorganic), 33 often to consume
tomato (12 responden organic and 21 anorganic). In general,
organic consumer is women (59%), while organic carrot,
organic spinach and organic tomato was favorited by 35 – 34
years, and no differences for the age group 25 – 34; 35 – 44
and 45- 55 years for anorganic vegetable. Respondent who
already married, working in State Owned Enterprises
(BUMN), and private sector, graduated from university, and
monthly income $300 - $500 prefer organic vegetable than
anorganic vegetable. An organic vegetable are spread evenly
across all monthly income and education. This research
revealed that small member of family ( < 3 person) prefer
organic vegetable, with an purchace frequency of 3- 5 times
in a month, because this group has been well established
economically and educated.
It has been empirically investigated that socio-demographic
profile, food buying behaviour and nutritional knowledge of
the consumers are most likely to affect the awareness level
and purchase decision of organic foods8-11. Consumers with
high income often buy organic food to reflect on their
awareness and status. The age factor does not seem to play
an important role however, few studies have resulted that
younger are more aware of organic food and seemingly
slightly more willing to pay for purchase the same.
Education is descibed by various researches as an important
factor of awareness and purchase motive of organic food.
Consumers with higher education are more likely to buy
organic food products10. Households with smaller family size
are found to more aware of organic food and showing
attitude of willingness to pay for organic food purchase 12.
The Degree of Attibute Interest Evaluation Component:
The data needed to analyze consumer attitudes is the degree
of importance of attributes (ei) and the level of trust
attributes (bi). Attributes that will be assessed in this study is,
taste, aroma, color, texture of the fruit (fiber), freshness,
moisture content, usability, price, brand and packaging. The
degree of important attribute indicate the degree of attribute
consumer interest13. This model to determine the importance
attribute of carrot, spinach and tomato. The scaling from one
to five, starting from 5 which means very important and one
means not important. From the Fishbein analysis, the value
of the interest (ei) of carrot, spinach and tomato can be seen
from table 1. The important attribute of carrot are taste,
freshness, water content, texture (fiber) and price, because
carrot are often used for juice, salat and other dishes.
Important attribute for spinach are water content, price, taste,
usefulness and colour. Like carrot, spinach widely used as a
vegetable juice or daily menu.

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Vol. 1(ISC-2011), 212-218 (2012)
Res.J.Recent.Sci
Price become important attribute because the respondent
considered that the spinach price is expensive in the market.
Spinach widely grown in the household scale in polybag
plastic or pot. Spinach also potential home industry for
spinach chips that have a high selling price and value added.

The important attribute for tomato are usefulness, colour,
water content, texture (fiber) and taste. Colour attribute is
also important, because tomato used for juice, and often
used for garnish food. Food become more attractive with
garnish.

Table-1
Interest Value (ei) of Attributes on Carrot, Spinach and Tomato
Carrot
Spinach
Tomato
ei
r
criteria
ei
r
criteria
ei
r
1.17
1
imp
0.72
3
Imp
0.42
5

Attribute
Taste
Aroma

- 0.50

10

netral

0.89

10

Colour

- 0.12

9

netral

0.52

5

Texture

0.59

4

imp

0.31

Freshness

0.71

2

imp

Water content

0.61

3

Usefulness

0.30

Price

n. imp

criteria
imp

0.53

10

imp

0.80

2

imp

7

netral

0.47

4

imp

0.49

6

imp

0.35

7

netral

imp

0.79

1

imp

0.49

3

imp

6

imp

0.72

4

imp

0.80

1

imp

0.35

5

netral

0.79

2

imp

0.37

6

netral

Brand

0.22

8

netral

0.26

0.05

9

netral

Packaging

0.29

7

netral

0.08

0.18

8

netral

9

8

netral

netral

n. imp

Note : imp = important ; Vimp = very important; n.imp = not important r = ranking

Atribute

Table-2
Convidence Level of Attributes (bi) on Organic and Anorganic Vegetable
Carrot
Spinach
Organic Anorganic
Organic
Anorganic
Organic
bi
r
bi
r
bi
r
bi
r
bi
r

Tomato
Anorganic
bi
r

Taste

0,51

2

0.50

2

0.22

3

0.19

3

0.40

2

0.64

2

Aroma

- 0.69

4

- 0.64

4

-0.62

4

-0.7

4

-0.59

4

-0.6

4

Colour

0.24

3

0.41

2

0.17

3

0.35

3

0.46

2

0.48

2

Texture

0.86

1

0.47

2

0.72

2

0.46

2

0.73

2

0.52

2

Freshness

0.35

3

0.08

3

0.67

2

0.82

2

0.60

2

0.58

2

Water content

0.23

3

- 0,12

3

0.50

2

0.67

2

0.80

2

0.63

2

Usefulness

0.58

1

0.02

3

0.39

2

0.51

3

0.88

2

0.47

2

Price

0.11

3

- 0.10

3

0.38

3

0.42

2

0.65

2

0.48

2

Brand

0.25

3

- 0.10

3

-0.27

3

0.30

3

0.44

2

0.39

3

Packaging
0.38
3 - 0.19
3 -0.23
3 0.30
Note : 1 = very good ; 2 = good ; 3 = good enough 4= not good

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3 0.56 2
-0,1
3
5 = very not good r = ranking

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Vol. 1(ISC-2011), 212-218 (2012)
Res.J.Recent.Sci
Table -3
Fishbein Analysis for Organic and Anorganic Vegetable
Carrot
Spinach
Tomato
Organic
Anorganic
Organic
Anorganic
Organic
Anorganic
biei
biei
biei
biei
biei
biei
Taste
0.872
0.855
0.158
0.136
0.168
0.268
Aroma
0.345
0.320
0.551
0.649
0.312
0.323
Colour
-0.028
-0,04
0.088
0.182
0.368
0.384
Texture
0.507
0.270
0.223
0.142
0.343
0.244
Freshness
0.248
0.050
0.328
0.401
0.210
0.203
Water content
0.140
-0.07
0.395
0.529
0.392
0.308
Usefulness
0.174
0.01
0.280
0.367
0.704
0.376
Price
0.038
-0.035
0.300
0.331
0.240
0.177
Brand
0.055
-0.022
0.070
-0.07
0.022
0.019
Packaging
0.11
-0.055
-0.018
0.024
0.100
-0.03
TOTAL
2.46
1.28
2.37
2.03
2.86
2.27
Based on the interval scale = m – n/ b , where m = the highest value ; n = the lowest value and b = group that will be formed, the
interval line of catagory on consumer behavior for organic and anorganic vegetable can be seen in figure 1, 2 and 3
Atribute

Five important attribute of carrot, spinach and tomato, it can
be concluded that water content and taste is important.
Several study found that water content and taste is
important14,15.
The important attribute of carrot and spinach is freshness, but
for tomato that attribute is netral, because tomato are always
available in supermarket in fresh condition, so that the
consumer have the perception that tomato always fresh.
Compare to traditional market, tomato and other vegetable
are often not available in a fresh condition. Aroma atrribute
are not important for all commodities, because consumer
assume that the carrot, spinach and tomato are distinctive
aroma.
Brand attribute is not important, because in
consumer side the most importing thing are taste, quality and
freshness16.
Confidence Level of Attribute: Confidence level of
attribute indicate the the value of assessment from all
attribute for carrot, spinach and tomato. At this confidence
level, start from very good to very bad. The result of
confidence level of this attribute can be seen in table 2. In
general, respondent of organic carrot catagory for texture
(fiber) and usefulness is very good, than successively
followed by other attributes such as taste, packaging, fresness
and others. Fiber content and usefulness is considered good
by consumer, because consumer believe that organic carrot
content high fiber and usefulness for diet. An organic carrot
the important attribute are taste, texture (fiber), freshness and
colour with good catagory, than successively followed by
usefulness and other attribute. Colour of an organic carrot is
good catagory, because consumer believe that colour in
anorganic carrot is bright and clear than organic carrot.
Catagory of water content, price, brand organic and
anorganic carrot is netral. This means, consumer assume that

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those attribute similar between organic and anorganic carrot,
but consumer could be able to distinguished brand and
packaging for organic and anorganic carrot. Catagory of
aroma is the lowest, because it considers that the scent of
organic and anorganic carrot do not distinctive.
In average, spinach catagory of attribut texture (fiber),
freshness and water content are good, than successively
followed by other attributes such as usefulness, price and
other attibute. Consumer assume that texture (fiber),
freshness dan usefulness of organic spinach is better than
anorganic spinach, and they believe that of anorganic spinach
is cheaper than organic spinach.Taste attribute is netral for
organic and anorganic spinach, because consumer assume
that organic and anorganic has no difference taste, while
brand and pacakaging could simple distinguished. Just as
carrot, aroma of organic and an organic spinach do not
distinctive.
Tomato consumer catagorized attribute of usefulness, water
content, texture (fiber). price and freshness are good, while
attribute taste and colour is netral. Water content was
catagorizes good, because consumer believe that tomato is
good for juice. The important attribute for an organic tomato
are usefulness, water content, texture (fiber). price and
freshness, and consumer believed that taste of organic tomato
is better than an organic tomato. Brand and packaging are
netral, because that attribute are similar for organic and an
organic tomato. Attribute of aroma is the lowest, and
consumer assume that the scent of organic and anorganic
tomato do not distinctive. Nutritive sensory and food safety
attribute influence consumer choice between organic versus
conventionally produced foods17.

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Vol. 1(ISC-2011), 212-218 (2012)
Res.J.Recent.Sci
Analysis of Consumer Attitudes (Multiattribute Fishbein)
of Organic and Anorganic Vegetable: The result of the
analysis multiattribute Fishbein can be seen in table 3. Based
on Fishbein value. It can be conclude that consumer attitude
toward organic carrot is good with Ao 2.46. while attribute
of anorganic only 1.28. This value indicate that consumer
tend to prefer organic carrot than anorganic carrot. The total
consumer attitudes of carrot is mapped into line interval
catagories, could be seen in figure 1. Consumer attitudes for
organic and anorganic spinach was catagorised positif, Ao
for organic spinah 2.03 and anorganic spinach 2.37. This
value indicate that consumer tend to prefer organic spinach
than anorganic spinach. The total consumer attitudes of
spinach is mapped into line interval catagories, could be seen
in figure 2.
While consumer attitudes for organic and anorganic tomato
was catagorised positif, Ao for organic tomato 2.86 and
anorganic spinach 2.27. This value indicate that consumer
tend to prefer organic tomato than anorganic tomato. The
total consumer attitudes of tomato is mapped into line
interval catagories, could be seen in figure 3. From that
statement it could be concluded that in general consumer
prefer organic vegetable than an organic vegetable. Several
research in contradictive finding. Overall, organic foods are
safer than conventional foods. Perseptions that organic is
associated with less or no chemical residues, for example, is
sometimes questioned because of the potential for
contamination during processing, and the possibility of
mixing organic and conventional products in the food
distribution chain. However, such risk can be reduced with
proper management practices9,13.
The reasoning that consumer prefer organic vegetable than
anorganic vegetable are the cleanliess of organic vegetable
(57.50 %), easy to find (22.50%) and the cheaper price (20
%), while consumer choose anorganic vegetable because of
cheaper price (46.66%), cleanliness (28.3%) and easy to find
( 25 %). Consumer expectation is certification, write clear
in the packaging that easy distinguished between organic
and an organic vegetable.
Recently, the packaging do not inform well whether
organicor anorganic vegetable. Research found that five
important factors indicating five groups of new generation
potential organic consumers: Humanists, Food Phobics,
Healthy Eater, Environmentalists and Hedonis. This indicate
that consumer’s interest in organic food is influenced by their
belief that organically produced food is safe and better for
health, environment and welfare of farmers and poor 20.
In Indonesia, organic agricultural product set out by
Indonesian National Standart (SNI) that legistimate by
National Standaritation Agency throug the BSN SI 01-6729
– 2002. There are four types of labels that describe the level
of organic production system, namely a ble label, yellow

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label, green label organic and organically grown green label.
Blue label indicates that production process is free from
pesticide synthetic.
Yellow label indicates that the production process in
undergoing the transition from farming methods that have
been using synthetic chemical to the farming methods that do
not use syntthetic chemical at all. Organic green label
indicates the production process is equivalent to the SNI and
organically grown green label indicates agricultural product
cultivated organically and environmentally friendly. This
information should given to the farmers, market agents,
industry, and consumers by media. The success of a certain
message or information depends to avery high extent on the
experience, talent and tacfulness of this species of
communicators. This is because their expertise in this field
will matter higly towards making the people easily
understand what is being broadcast or aired or printed by the
media1.
Although there are already classification in labeling, but in
Indonesia until now there is no implementing regulation are
sufficiently clear so that almost no organic product used the
label or throught the certification process. This research
revealed that the most consumer expectation is organic
certification that write clear in pakcaging, so they get right
information about organic product. These regulation are less
strict in its implementation, which is often used by cheating
organic producer. They delivered organic vegetable, but in
fact those were anorganic vegetable. The potential market of
organic vegetable no yet responded by the farmer, because
small farmer still lack information how to cultivate organic
farming in right way.

Conclusion
The important attribute for carrot are taste, freshness, water
content, texture (fiber) and price, because carrot often used
for juice, salat or other menu. The important attribute for
spinach are price, taste, usefulness and colour. The important
of attribute for tomato are usefulness, colour, water content,
texture (fiber) and taste. Colour attribute become important
for tomato, because tomato often used for juice and garnish.
Attribute of taste, watercontent are the important attribute for
carrot, spinach and tomato. Attribute aroma is not important
attribute for carrot, spinach and tomato, because consumer
assumed that those vegetable do no has distinctive aroma.
The reasoning that consumer prefer organic than an organic
vegetable are cleanliness (57.50%), easy to find (22.50%)
and Cheaper price (20%), while consumer choose anorganic
vegetable because of cheaper price (44.66%), cleanliness
(28.33%) and easy to find (25%). The most consumer
expextation is organic certification, write clear in packaging
so they can easily to distinguished betwen organic and
anorganic vegetable.

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Research Journal of Recent Sciences ____________________________________________________________ ISSN 2277 - 2502
Vol. 1(ISC-2011), 212-218 (2012)
Res.J.Recent.Sci
Not good
baik

Very bad
-7.24

- 4.35

Very Positive

Positive

Netral
- 1.46

1.43

Inorganic
Carrot
1.28

7.2
4

4.32

Organic
Carrot
2.46

Figure1
Interval Line of Category on Consumer Behavior for Organic and Inorganic Carrot

Not good
baik

Very bad
- 6.54

- 3.93

- 1.32

Very Positive

Positive

Netral
1.29

6.5
4

3.90

Inorganic
Spinach
2.03
Organic
Spinach
2.37

Figure 2
Interval Line of Category on Consumer Behavior for Organic and Inorganic Spinach

Not good
baik

Very bad
-6.80

- 4.08

- 1.36

Very Positive

Positive

Netral
1.36

4.08

6.8
4

Inorganic
Tomato
2.27
Organic
Tomato
2.86

Figure 3
Interval Line of Category on Consumer Behavior for Organic and Inorganic Tomato
AMA Project of Manggo and Mangosteen.
Collaboration between
Research Center for
Agricultural Policy and Agribusiness- UNPAD and
Michigan State University, USA, 6-9, (2009)

Acknowledgement
The author is thankful for guidence received from Prof.
Dipak Sharma (Editor in Chief, Research Journal of Recent
Sciences) deserves appreciation and exert salutary influence.
I would like to thank the two anonymous reviewers who
offered helpful suggestion, and also to Agribusiness
Marketing team Faculty of Agriculture UNPAD for
supporting the data collection

2.

Indonesian Organic Group.,
Indonesia, 1-15 (2010)

Organic Farm, Bogor

3.

Kohl., Marketing of Agricultural Product,
Hall, Inc. New Jersey, USA, 65- 79 (2002)

4.

Tirmizi Muhammad Ali., Rechman Kashif-Ur and Saif
M. Iqbal., An Empirical study of consumer impulse

Prentice-

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