Understanding consumer behaviour in choosing Rojolele Srinuk rice: developing the theory of planned behaviour

Purpose. The objective of this study is to identify and assess the key factors affecting consumer behaviour in choosing Rojolele Srinuk rice based on the Theory of Planned Behaviour (TPB) approach, sustainability motive, health consciousness, and risk perception. Methodology / approach. This study uses a quantitative approach with government employees’ respondents in the case of Klaten Regency, Central Java, and consumers of Rojolele rice throughout Indonesia, who were selected by stratified random sampling with 525 respondents based on their age. Data was collected by questionnaire survey with analysis using Partial Least Square (PLS) – Structural Equation Modelling (SEM). Results. The results of this study show that variables such as the sustainability motive, health consciousness, and subjective norm have a significant impact on such behaviour. Subjective norms, perceived behaviour control, and perceived risk influence consumer intention. Attitude can mediate the relationship between sustainability motive, consumer intention, and consumer behaviour. Attitude can also mediate subjective norms with consumer intention and behaviour. This shows that attitude strongly influences consumer habits when choosing Rojolele Srinuk rice. Consumer intention can mediate perceived behaviour control, perceived risk, and attitude towards consumer behaviour, which can significantly affect these relationship. Originality / scientific novelty. This research is necessary because, despite the popularity of Rojolele Srinuk rice, very little is known about this variety and the reasons why consumers choose it. This study uses the TPB approach, commonly used to analyse consumer behaviour from various previous studies. However, in this study, the aspect of planned behaviour, in theory, becomes a mediation effect, namely attitude and intention. This study adds sustainability motives, health consciousness, and risk perception variables that can affect consumer behaviour. Risk perception is a new concept that, in this study, includes health, financial, social, functional, and safety risks, which did not exist in previous studies combining other variables. Practical value / implications. The results of this study will be a recommendation for the Klaten Regency government regarding the development of Rojolele Srinuk rice cultivation in the future, because it is a local variety native from Klaten through farmer assistance, guaranteed selling prices, and product promotion. According to the study, Rojolele Srinuk rice is in high demand, and most buyers purchase it repeatedly, so the need to expand the area under cultivation will grow.