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Descriptive analysis explores consumption pattern and personality’s influence on organic rice buying decisions, suggesting further investigation is necessary.
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.
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Stefani et al. (2023) studied this question.
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