THE PERCEPTION AND CONSUMER BEHAVIOR OF ORGANIC PRODUCTS IN SUPPORTING A SUSTAINABLE ENVIRONMENT

Environmental problems must be addressed properly, one of which is by producing and consuming organic products. Although it is currently impossible to meet the demand of organic products in the world, it can at least reduce environmental problems. Consumer knowledge of a sustainable environment is seen from the knowledge of green products, Green Finance, Green Living, Green Transportation, Green Producers, Green Consumers, Green Communication , Green Institutions and Green Creativity. The purpose of this study is to see the perception and consumer behavior of organic products in supporting a sustainable environment. The study was conducted in June – October 2022 with 183 respondents using simple random sampling. The consumer criteria are consumers who often buy from these three organic commodities in daily shopping patterns and the data is analyzed with Multidimensioan Scalling (MDS). The results showed that consumer perceptions of sustainable environmental trends say that organic vegetables and chickens have similarities, then rice and organic vegetables. While rice and organic chicken have no similarities. Consumer behavior that is oriented towards being environmentally friendly is revealed that consumers in buying organic rice consider many factors including green products, green producers, green communication, and green institutions. As for organic chicken factor green consumer, and green creativity. Furthermore, for organic vegetables, only green finance. Thus, consumers in buying organic rice consider many factors compared to buying organic chicken and vegetables. This indicates that knowledge of sustainable environment still needs to be conveyed to the community considering that rice is a staple food in Indonesia and also other countries in the world.