Constructing Value Co-Creation Behavior on Loyalty to Community of Organic Food Products in Indonesia

Abstract

The awareness of consuming healthy food has been increased. It leads to the increasing demand for organic food products. On the other side, there are obstacles to developing the organic product business due to the low level of objective knowledge of the Indonesian people towards organic products, as well as doubts over the authenticity of organic products on the market. This study aims to develop the value co-creation behaviors and perceived values of a growing community to share knowledge of organic food products with the public. Participation and interaction among the community have been enriched the method of research using simple random sampling that involved 385 respondents in 4 organic product communities. The results showed that the main behaviors that must be overcome to improve the loyalty of organic-food-products community members are participation and citizenship behavior. Having these results, the recommended policy direction is to increase the perceived benefits of community participation. Further studies are needed to refine and build more comprehensive models that integrate theoretical constructs related to other perspectives and contexts.

Keywords: loyalty to community, organic-food-products, perceived values, value co-creation behavior

DOI: 10.7176/EJBM/13-16-07

Publication date:August 31^st 2021