| Summary: | Organic farming is a farming activity which is familiar with the environment. Organic farming is trying to minimize the negative impact to the natural environment. The main characteristic of organic farming is the use of relatively local varieties followed by the use of organic fertilizers and organic pesticides. Organic farming is a requirement of the time, even as a future agriculture for humans as the ultimate consumers of agricultural products will feel safe and secure, especially since the human consciousness to keep sustaining the environment was further increased. Based on the above problem, the purpose and usefulness of this research are as follows: 1) Describe the characteristics of organic rice consumer in Palembang, 2) Analyze the consumer behavior of consuming organic rice in Palembang, 3) Find out What factors most influence consumer behavior in consuming organic rice in Palembang. The result that 1) Two basic factors affecting consumer behavior are internal and external factors. Internal factor consists of gender, age, family members, education level, type of work, income level, and consumption, while external factors made up the social and cultural factors, 2) From the data obtained, age about 56-65 years old are the most likely to consume an organic rice in Palembang, 3) On the basis on gender, female are higher up consuming organic rice than male. Basically a factor that affects consumers is two kinds, it is internal and external factors. To invite consumers to buy organic rice in terms of internal necessity of support as well as the motives from the family or the closest relation to improve healthy living patterns, whereas an external aspect to build a healthy living conditions in the neighborhood to live on the family or neighbours.
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