Pride, eco-image and fair prices push Balinese shoppers toward heritage local rice
Ethnobotany
Bali's Subak irrigation system, a UNESCO-recognized network of water-sharing rice terraces, stays farmed only if the rice grown there keeps finding buyers willing to pay for it.
Researchers surveyed potential buyers in Gianyar, Bali, about rice grown in the centuries-old Subak Timbul Tegallalang terraces. Shoppers who favor homegrown products, who see the brand as organic and sustainable, and who consider the price fair are more likely to buy it. All three together predicted purchases strongly, so farmers can gain by telling their local story, showing their sustainable practices openly, and offering tiered prices.
Key Findings
Consumer ethnocentrism (loyalty to domestic products) had a positive, significant effect on local rice purchase decisions.
Green brand image, meaning perceived organic, sustainable and environmentally responsible branding, significantly increased purchase intention and trust.
Price perception was significant, and the three variables together had a strong, positive, significant joint effect on purchases (multiple linear regression on questionnaire data from Gianyar consumers).
chevron_right Technical Summary
People in Gianyar, Bali buy more local Subak rice when they feel loyal to domestic products, trust the brand's eco-friendly image, and see the price as fair. Together these three factors strongly predict purchases, giving heritage rice growers clear levers for winning back sales.
Abstract Preview
Original paper
Consumer Ethnocentrism, Green Brand Image, and Price as Determinants of Local Rice Purchase Decisions: Evidence from Subak Timbul Tegallalang, Bali Province, Indonesia
Local rice from Bali's traditional Subak irrigation system faces very stiff competition from domestic and imported products. Subak Timbul Tegallalang, a UNESCO-recognized cultural heritage, offers ...
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