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.
1
Consumer ethnocentrism (loyalty to domestic products) had a positive, significant effect on local rice purchase decisions.
2
Green brand image, meaning perceived organic, sustainable and environmentally responsible branding, significantly increased purchase intention and trust.
3
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).
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